New brand needed compelling brand positioning to inform brand portfolio decisions and guide retailer sell-in
Wild Ophelia was a less-expensive, uniquely American brand that features all-natural and often organic ingredients sourced from small farms and food artisans to tell an American story
In anticipation of expanded distribution, client needed fact-based data/insights into the consumer/shopper, premium chocolate category, and competitive differences
What's our approach?
Quick-turn project (approximately 5 weeks)
Qualitative – on-line focus groups
Quantitative survey, including Van Westendorp pricing analysis, helped with foundational understanding of the super-premium/premium chocolate category, consumer, channels and competitors
In-store audits
Show your work: the results
Gained a proprietary understanding of consumer/shopper need states, purchase and brand decision dynamics, competitive landscape, volumetrics, price sensitivity and channel drivers
Recommended consumer persona, positioning statement, implications and considerations for expanded distribution/retailer discussions including role of Wild Ophelia, pricing and packaging considerations
Elevated nature and success of retailer conversations and gained distribution with leading mass and drug store chains
