WHAT WE’VE DONE.
Caution: Horn tooting ahead.
We’re proud of the game-changing work we’ve done for our clients. We could talk about it all day long (and given the opportunity we just might).
But since the proof is in the pudding and actions speak louder than words, here’s a handful of examples of how our custom-designed research and spot-on direction have given clients the confidence to move.
WHAT WE’VE DONE.
Caution: Horn tooting ahead.
We’re proud of the game-changing work we’ve done for our clients. We could talk about it all day long (and given the opportunity we just might).
But since the proof is in the pudding and actions speak louder than words, here’s a handful of examples of how our custom-designed research and spot-on direction have given clients the confidence to move.
USING SHOPPER UNDERSTANDING TO SPREAD NUT BUTTER ACROSS THE STORE.
Justin’s largely reinvented what ‘nut butter’ means — and they did so largely by way of a package format that was used once upon a time for shampoo. Not kidding. But while Justin’s sold a lot of squeeze packs, the brand team was unsure of the product’s role in the portfolio and how to leverage it in a retail environment.
QUESTIONS ASKED.
To determine the role of squeeze packs in the portfolio, Justin’s sought to identify how, when, where, why — and by whom, squeeze packs are used compared to traditional jars. In addition, Justin’s sought to understand what other products Justin’s squeeze pack buyers purchase, and identify opportunities for cross-promotion.
TOOLS USED.
Through a tailored Attitude & Usage study, we identified that Justin’s squeeze packs are a critical trial driver that create both significant purchase across the franchise and deep brand loyalty. We then conducted custom quantitative shopping research to identify key categories that target buyers shop — which Justin’s then used to sell in incremental squeeze-pack placement at key retailers.
MOVES MADE.
Justin’s brand penetration grew a full percentage point in less than a year, over 90% of which was a result of the incremental placement of Justin’s squeeze packs. Considering the brand only had 2% penetration at the time, some might say Justin is a fast mover. We would say so — we’ve seen him ride his mountain bike, and the dude moves. justins.com
Now for something completely different—Helping Poppi identify a distinctive and ownable look.
When you’re trying to be seen amidst a sea of soda, a distinctive look is vital. With that end in mind, Poppi came to us with the goal of understanding which of several packaging options would drive the most success.
QUESTIONS ASKED.
Put simply, color, or no? In more detailed terms, which design would better define and extend the brand in a way that would be distinct and ownable?
TOOLS USED.
We ran an in-depth Packaging Concept Test and got a clear answer: Pursue the colored cans. The brightly colored cans communicated energy, fun, and bold flavor in a way that other concepts couldn’t replicate.
IMPACT MADE.
That packaging has since become the face of a brand that boasts a 50% repeat rate and triple-digit annual growth—year upon year upon year.
Not a mere novelty—transforming Yasso from a frozen novelty brand into an extendable frozen snacking platform.
In 2019, Yasso was a stagnant $50MM low-calorie frozen novelty company that didn’t quite know how to grow.
QUESTIONS ASKED.
We recommended that we examine frozen novelty consumption, including who, what, where, why, and how. This would help us identify not only who to target, but for what occasions and with what products.
TOOLS USED.
We conducted a custom Consumer Segmentation Study and identified segments of consumers who love frozen novelties, consuming them very frequently across multiple occasions per day. Our recommendation? That Yasso reposition as a frozen snacking brand – backed by a wide portfolio of high-taste, better-for-you snacks.
We then spent the next three years developing and testing innovation after innovation to help optimize and effectively launch that portfolio.
IMPACT MADE.
Yasso grew to a nearly $300MM brand in 3 years and was acquired by Unilever (for what the word on the street says was near $800MM+).
Rise and Shine—supercharging Van’s growth by way of finding white space in the morning.
Once upon a time, Van’s was a declining $20MM frozen waffle brand based in Boulder, CO. A new team, with a keen interest in the consumer, invited us to breakfast.
QUESTIONS ASKED.
We recommended research to identify what each brand in the category stood for. Doing so would help uncover potential whitespace for Van’s to fill.
TOOLS USED.
We used an Attitude & Usage study to determine that while some brands stood for taste, and others stood for heath, no brand stood for both. With that insight, Van’s repositioned to Van’s Simply Delicious.
We then conducted further work to identify paths to expansion and qualify new innovations for launch, such as crackers and PB&J bars.
IMPACT MADE.
Van’s grew 50%+ a year for 3 years straight, and Hillshire Farms bought the brand for $130MM. Not bad. Not bad at all.
How to be The One—crafting a distinct and relevant positioning in crazy-crowded category.
As a $50MM brand in the packed protein-bar space, ONE Bar needed a positioning that would be unique and meaningful.
QUESTIONS ASKED.
We first sought to identify the highest potential target for the brand and outline their needs and desired nutritional outcomes. With that in hand, we could work up and refine potential positioning territories for relevance and distinction.
TOOLS USED.
With insight from a Consumer Segmentation Study and few well-crafted rounds of in-depth Qualitative Positioning Development, we crafted a way to position ONE Bar as a guilt-free indulgence. At the time, no one was selling the highly indulgent flavors that ONE Bar excelled at – and not for 20g of protein and 1g of sugar. Our recommendation: Highlight the indulgence and launch the widest flavor variety possible.
IMPACT MADE.
They listened—and were wildly successful—enough to be acquired by Hershey for $397MM.
Spreading simplicity—Helping Simple Mills create and launch new snacking innovations.
Simple Mills, a fast-growing snack brand, needed a robust innovation pipeline and sought to extend their reach into adjacent categories.
QUESTIONS ASKED.
First up—identify the core equities of the brand. After that—screen new ideas, optimize them for success, and qualify them for launch. Right on down to the name.
TOOLS USED.
Using our full-service but super efficient research service—mindsight Dash—we conducted Idea Screens, Line Optimization Tests, and even Concept Assessments to quickly identify white space in the snacking landscape where Simple Mills could be successful.
IMPACT MADE.
Key ideas we identified and refined were Soft-Baked Bars, Sweet Thins, and better-for-you cheese crackers—all of which are now on the market! The latter, called Pop Mmms, launched in late 2023, and from what we hear, it’s been a huge hit.
Sweetness, not weakness—measuring and managing Lily’s brand health for success.
Lily’s, the first premium low-sugar chocolate brand, wanted to measure—and therefore actively manage—key brand health metrics relative to other premium chocolate brands. This would help ensure the brand developed and maintained a distinctive position over time.
QUESTIONS ASKED.
We sought to first evaluate the health and uniqueness of the Lily’s brand and identify areas of optimization. We then felt it important to monitor the growth of the brand’s health over time—and help inform pivots where needed.
TOOLS USED.
By first running a Brand Health Evaluation, we uncovered that Lily’s was competing effectively with massive premium chocolate brands on nearly every brand health measure. Loyalty? Super high. Switching? Super low. We then used Brand Equity Tracking to help Lily’s optimize that effectiveness over time.
IMPACT MADE.
The research was key in uncovering and communicating the value of the Lily’s brand to potential buyers. With those numbers in their pocket, Lily’s sold to Hershey in 2021 for $425 million. Well played.
