Red Vines*
Repositioning and relaunching an iconic brand
Brand Positioning - Concept Development - Naming - New Product Testing - Go-to-Market Strategy - Packaging Redesign
Challenge
Competing against a well-known brand owned by a Fortune 500 company, Red Vines faced significant competitive headwinds and was losing market share, particularly in its core West Coast markets. However, the brand still desired to expand and grow east of the Rockies. The CEO asked for help to immediately stem the decline in market share and realize its vision of growth.
Approach
To assist, we first developed an overarching strategy to defend share by re-positioning and relaunching the brand. This entailed creating a solid brand positioning for Red Vines around “Sweet Celebrations,” along with the accompanying brand personality, voice, and tone. We translated this positioning into a refreshed logo, updated packaging, and a new website.
Then, we turned to growth. We developed a robust innovation strategy that included the launch of a new sub-brand, Fruit Vines, to meet the needs of consumers looking for sweeter, fruitier licorice.
We partnered with radio stations in key markets to announce the new sub-brand and leveraged social media to generate awareness and trial of the new product and for Red Vines overall.
Result
The brand re-launch was hugely successful, resulting in notable share and distribution gains and a significant increase to 1 MM followers for Red Vines.
*Completed by Stephanie Louie during her tenure as Brand Manager at Red Vines.