/ CPG
Methods
  • Quantitative Study: kombucha drinkers vs non-kombucha drinkers
  • Key Metric Tracking
  • Competitor Analysis
  • Brand Deep Dive
Deliverables
  • Brand Tracker – Brand Health Scorecards

Product Optimization & Brand Positioning

The Challenge

The venture arm of a brewing company had recently invested in a few better-for-you (read: gluten free, lower ABV) drinks, including a hard kombucha brand. The brand needed to identify a target market, optimize the current formulation and packaging, and develop a strategic positioning to guide future ad campaigns and social media presence.

Path Forward

Egg Strategy’s quant team leveraged a variety of advanced methodologies, creating a custom survey to determine key on-pack claims, optimize future favors and amount of ABV, and stand out from the competition in key geographies.

Impact

Armed with the quant findings, the Egg team also designed and led a positioning workshop. We analyzed consumer, cultural, and category trends, as well as the brand’s current strengths, to land a competitive, yet authentic new positioning and write a compelling brand story.

all case studies