Growing a brand while the rules changed
A consumer brand sold mostly through convenience stores, in a category that had just come under federal regulation. New warnings and labels, whole styles of marketing suddenly off-limits, product sampling banned, and a category that was already shrinking.
Play by the new rules.
Packaging and labeling were updated, and any tactic that could be seen as appealing to underage audiences was retired.
Find a legal way to sample.
Flavor strips and sprays made without the regulated ingredient let adult customers try a flavor before buying.
Win at the shelf.
Custom displays, packaging design, and promotions and coupons built with each retailer, plus a lifestyle-first approach to the brand. A team of four, plus agencies and designers.
The category shrank. The brand didn't.
Start a conversation.
One short conversation is usually enough to know if a project makes sense, and what it would take.