Challenger Brands: A Look Back, to Look Forward

Challenger Brands: A Look Back, to Look Forward

Challenger Brands: A Look Back, to Look Forward

Over the years, Seurat Group’s Challenger Brand studies identified many practices of winning Challenger Brands. However, one characteristic rises above the others among successful Challenger Brands, which is a relentless drive to delight the consumer. This is the secret sauce a challenger utilizes to develop and provide a unique and compelling value proposition to consumers. Today, we step back to highlight two brands from previous Challenger Brand studies that distinguished themselves by delighting consumers in ways overlooked by traditional brands. We see this process play out time and again as Challenger Brands are founded and flourish in categories where incumbents become disconnected from the needs of their consumers.

NUUN
How did it all begin?

When Nuun was founded in 2004 consumer attention in the beverage category was increasingly turning to the prevalence of sugar in products. Athletes in particular craved solutions that hydrated them without excess sugar and additives, but were primarily faced with choosing between traditional branded options that combined hydration benefits with high calories. By identifying this consumer tension, Nuun created a new hydration solution separating “electrolyte replacement from carbohydrates.” While they were immediately accepted by hardcore athletes, Nuun was quick to realize this healthy hydrating beverage was something that a broader universe of consumers desired. We highlighted the steps they took in our 2016 Challenger Brand study as they used everyday ambassadors to drive growth by demonstrating that healthy hydration was available to everyone – not just athletes.

What unmet consumer needs has the brand continued to solve?

Targeting recovery & rest: Nuun has continued to solve health-conscious consumers’ needs within the hydration space. In February of 2019, Nuun launched Nuun Rest. Vishal Patel, Nuun’s senior head of R&D, framed the move as a new approach to recovery products saying that a lot are “protein based.” Nuun “wanted to take a different route and include some minerals that take you in a direction of more restful relaxation.” The brand was able to stand out as they zeroed in on specific product benefits their consumers were drawn to. Nuun continued this theme of distinct and purposeful product delivery in 2021 when they sought to expand into providing its users with clean, lasting energy with Nuun Energy. Unlike many incumbent products that were loaded with long ingredient lists and excess sugar, the brand looked to offer consumers an alternative that was non-GMO verified, vegan, gluten-free and kosher. These product expansions further differentiated the brand for their consumers.

Where are they now?

Nuun recently entered into an agreement to be acquired by Nestlé later this year. The brand is a major player in the healthy hydration space and is poised for additional growth due to their continued commitment to delight the modern consumer, consistent with their “challenger roots.”

LILY’S
How did it all begin?

For generations of consumers, chocolate has been a delicious indulgence. It’s something consumers love, but many struggle with the guilt that comes after partaking in a treat. The founders of Lily’s Sweets understood this basic tension well, and the brand was created on the premise that consumers should be able to enjoy delicious chocolate without a serving of guilt. Lily’s accomplished this and stood out from other brands in the category by giving consumers a delicious sweet treat without the sugar. In our 2019 Challenger Brand study, we highlighted Lily’s for their ability to carve out a unique competitive edge. They provide an indulgent and guilt-free chocolate experience all while operating within guidelines of fair-trade certifications and by using plant-based sugar substitutes.

What unmet consumer needs has the brand continued to solve?

Lily’s expands the sugar reduction movement: Founder Cynthia Tice has a clear brand strategy in mind that Lily’s is, “a leader in the sugar reduction movement, here to help limit your overall sugar intake while working to give you sweets you’ll obsess over.” COVID provided opportunities for the brand to delight consumers in new ways. As the pandemic caused the country to shut down, consumers were grazing and treating themselves at a higher rate. In fact, 46% of adults said they snacked more during the pandemic and the top driver of this was a desire for comfort. Lily’s capitalized on this trend and launched products to meet this elevated consumer need. In January of 2020, the brand launched milk chocolate caramel popcorn for those family movie nights amidst the lockdown. In June, they continued to innovate and target consumers who were increasingly baking at home, launching white chocolate and chocolate-caramel baking chips.

Where are they now?

Lily’s attention to consumer needs within the broader snacking category allowed them to branch into new occasions and reach new heights of success. The brand recently entered into an agreement to be acquired by The Hershey Company. The acquisition was an acknowledgement of Lily’s ability to delight the consumer, with Lily’s CEO Jane Miller noting that by “joining Hershey’s family of brands, Lily’s will become a platform confection brand making BFY options easily accessible to all consumers.”

By remaining relentlessly connected to the emerging needs of consumers in their categories, both Nuun and Lily’s highlight how Challenger Brands succeed and flourish when focused on that secret sauce. Do other brands come to mind that have done the same? We welcome conversation at info@seuratgroup.com.
Building a Repeatable Growth Model

Building a Repeatable Growth Model

Building a Repeatable Growth Model

The Repeatable Growth Model

A fundamental need for brands is articulating what they stand for that uniquely delights consumers and differentiates from competitors. As consumer behaviors and values evolve, and competition is constantly in flux, we believe it is important to revisit this foundation often. Standing apart means that brands must be instantly recognizable and top-of-mind with consumers, which is a challenge as consumers make less exploratory and more hurried trips through stores and commerce sites. To maximize the impact of potential connect points with consumers, brands must have a deep understanding and clear articulation of their unique right to win.

At the Seurat Group, we’ve found that brands can increase mental availability and unlock growth by building a Repeatable Growth Model – a framework that captures each brand’s core competencies and codifies how the brand captures, retains, and ultimately delights its consumers. Through the lens of the Repeatable Growth Model, brands can articulate their unique “edge” and develop strategies that improve trial, loyalty and ultimately organic brand advocacy.

Below, we lay out the components of the Repeatable Growth Model.

How It Works

A Repeatable Growth Model is a brand’s unique perpetual motion machine. A successful model leverages deep insight to identify key behavioral triggers and associated activation to draw consumers in, drive repeat purchase, and ultimately gain loyalty.

Example: Fairlife ultra-filtered milk

 

Trial by Design

Consumers notice the brand on shelf for its eye-catching product design in a sea of traditional milk gallons.

Loyalty by Nutrition

After trying the product, consumers are drawn to incorporate it into their daily routine for its elevated nutrition, which features higher protein and lower sugar than regular milk.

Advocacy by Uncompromising Taste

Finally, loyal consumers become authentic ambassadors for the brand, advocating it to friends and family because it offers the great taste of regular milk in a lactose-free form that removes the digestive pitfalls of dairy.

Expansion

Fairlife replicated this formula by expanding into coffee creamer and ice cream, two categories with opportunity to maintain the positive taste and texture of traditional dairy while improving on the nutrition and digestive ease of existing options.

How to Develop and Leverage the Model for Growth

Stay close to your consumer. Consumer anthropology and deep discovery are invaluable tools for a brand to reveal and articulate its “secret sauce” among consumers. It is helpful to validate the impact through additional quantitative research.

Map today and tomorrow. A model based on current consumer experiences with your brand can lay out where the brand wins today and provide opportunities to amplify what’s working, but it is also critical to recognize emerging areas your brand needs to win tomorrow. Identify and conduct research among your leading-edge consumers to identify how your brand’s model should evolve to meet tomorrow’s needs.

Understand what “breaks” the model. Equally valuable to understanding the drivers of trial and loyalty is understanding the opposite: what discourages your target consumer from trying or returning to your brand? Listening to lapsed or occasional users can identify opportunities to strengthen the model, building on strengths or addressing weaknesses to convert these consumers into loyalists.

Conclusion

Brands that have charted their Repeatable Growth Model win because they have a litmus test for their consumer strategies going forward, allowing them to communicate and innovate against the key differentiating elements of their offer. We welcome a discussion about what your brand’s Repeatable Growth Model could be!

To discuss any of these ideas further, please contact us at info@seuratgroup.com.

2021: Planning for Post-Pandemic Growth

2021: Planning for Post-Pandemic Growth

2021: Planning for Post-Pandemic Growth

From Passive to Purposeful Growth
2020 was a record year for many in the CPG industry as many categories passively benefitted from favorable growth drivers shaped by the COVID-19 pandemic. Many of these drivers – the dollar shift from foodservice back to grocery, the uptick in at-home cooking and baking, the increase in disinfecting and cleaning behavior at home and on the go – represented the largest sources of industry revenue and consumption growth. Leading brands in these spaces benefitted tremendously from this.

In 2021, these brands have the opportunity to make the increased consumer engagement and spending “stick” – that is, to delight and capture new-found consumer loyalty through this year’s demand plan choices and investments.

Proactive planning to align with large growth drivers is critical because while brands may continue to ride the wave of growth fueled by pandemic-influenced behavioral changes from last year, the shift is already part of the new baseline this year. These changes could also revert faster than anticipated, requiring companies to be out ahead of changes in consumer behavior. Brands must purposefully find the next wave(s) – or risk being left behind.

A scan of the landscape of categories and growth drivers reveals five growth drivers where we believe consumer behavior will evolve this year, and where brands should purposefully connect with consumers to capture new consumption and revenue growth. While other trends that gained traction pre-COVID will continue to emerge, such as convenience and sustainability, we focus here on the drivers that will have outsize impact after COVID-19 and therefore require brands to think differently. We recommend looking at your business through the lens of these drivers to inform this year’s annual planning cycle as outlined in the scorecard for evaluating growth strategy shifts below.

Growth Drivers

1. Togetherness

The Driver: As in-person socialization becomes possible again, consumers will place renewed value on enjoying life’s experiences together with friends and loved ones, with a desire to make these small, everyday moments of connection even more meaningful.

How to Win: Brands and retailers should partner to provide relevant solutions tailored to these new occasions, supported by communication and influence points that highlight the role of their solutions in bringing people together.

Example: The outdoor grilling occasion is positioned to expand beyond holidays and weekends into a dinner with friends and family meal replacement. With the briquet or gas grill as the centering staple, there is room for many categories to participate in creating lasting memories with family and friends through the grilling occasion.

2. Wellness

The Driver: With health and wellness top of mind for consumers, wellness has shifted away from rigid routines and toward a fluid and personalized approach. Across food, fitness and health categories, consumers are experimenting to find what works best for their bodies and lifestyles, creating a spectrum of different wellness needs. For some consumers, the priority on wellness simply means swapping in “one step healthier” alternatives, while others on the leading-edge have tapped into personalized products to optimize physical and mental health.

 

How to Win: Map and size where your brand plays within this wellness curve. Track your consumer target’s evolving values and behaviors to earn their loyalty as their wellness routine evolves.

Example: The sugar-free cookie segment has emerged on the “one step better” side of the spectrum, driving growth through brands that offer a tasty yet health-conscious option within a typically indulgent category.

3. Search for Value

The Driver: Consumers continue to tighten their budgets and increase their personal savings rate to prepare for financial uncertainty, forcing trade-offs in spending across the store. As a result, consumers will seek value even in traditionally ‘premium’ categories.

How to Win: Look for the space within your category where value presents dimensions that are important to a sizable segment of consumers and evaluate the potential for your brand to stretch into these spaces while maintaining premium equity.

Example: The cleaning and disinfecting category delivers across the value spectrum, with leading brands such as Clorox offering high-value propositions through their core bleach products while also stretching into premium offerings through value-added forms like sprays, wipes, tablets and tools.

4. Indulgence

The Driver: Hand in hand with the rise of personalized wellness, indulgence will become increasingly acceptable as consumers prioritize balance and happiness over strict regimens and endless sacrifice. Rather than viewing indulgence as a negative “cheat” or guilt trip to be avoided, consumers will invest in the foods, beverages, and activities that make them happy, especially those that can be shared with family and friends.

How to Win: Identify the indulgent moments to delight within your category and cater communication to emphasize permissibility.

Example: In the ready-to-drink space, new functional beverages are combining health attributes with indulgent characteristics. For example, OLIPOP’s sparkling tonic offers digestive health benefits while still allowing consumers to enjoy the indulgent taste of their favorite sodas, like root beer and cola.

5. Personal Protection

The Driver: Self-care has shifted into the consumer’s hands. Rather than simply depending on health care systems, consumers are prioritizing personal ways to maintain safety in their environments and building new routines around cleaning and disinfection that will endure beyond the current pandemic.

How to Win: Offer solutions that build peace of mind for consumers seeking protection across all facets of their lives, whether in the home or in shared spaces like public transportation and workspaces. Stand out with a creative route to market (e.g., placement in airplanes, gyms, public transit).

Example: As disinfecting behavior becomes fluid across in- and out-of-home, there is opportunity for brands to connect to the holistic need for personal safety. For example, disinfecting brands like Lysol have partnered with the hospitality and transportation industries to establish new safety protocols and place branded solutions within reach in shared spaces like lobbies and airplane seats.

Summary
It is imperative to wire your business plans from consumer growth drivers and place time, focus and money on the activities that will yield the greatest growth and return. We wish you success in the new year and hope this scorecard provides inspiration on new, purposeful avenues for growth.
Scorecard for Your Brand

Objective: Purposefully shift to where consumer behavior will trend in your spaces to participate in growth in 2021

2020 Challenger Brand Study: Challenging in an Omni-World

2020 Challenger Brand Study: Challenging in an Omni-World

2020 Challenger Brand Study: Challenging in an Omni-World

Challenging in an Omni-World

As digital lexicon now dominates brand and business planning, our purpose with this year’s Study is to remind our community why it is more vital than ever to start with the consumer and use channels as consumer touchpoints to forge deeper loyalty to your brand’s experience.

While Direct to Consumer provides an advantageous incubation opportunity for brands to build consumer intimacy and garner a loyal base with lower upfront investment, today’s reality is that there are a multitude of consumer touchpoints available and these channels alone may not provide the reach to delight your consumers where they prefer to discover, learn, shop and buy. Embracing an omnichannel orientation is more important than ever to build durable brands this decade.

COVID-19 has taken an already-discerning consumer marketplace and amplified the challenge of capturing consumer spend. Brands constantly need to interrupt, remind, suggest, and prove why they should be picked up, put in baskets (virtual and IRL), and invested in by shoppers wherever they are. This requires successful challenger brands to be even more poignant, connective, and shrewd to win shoppers’ dollars and command both share of mind and share of physical space at shelf. It also calls for more widespread distribution across the omnichannel landscape. Diversified channel strategies not only fortify consumer relationships, but they allow brands to endure the unpredictable ebbs and flows of societal and market changes. Successful challengers use these various channels and subsequently tailored offers to remain competitive for shoppers’ minds and wallets.

For this year’s Challenger Brand study, we have selected ten brands that transcended their incubator origins and designed unique omni-channel touchpoints to accelerate consumer acquisition and loyalty, and disrupt established categories.

Top 10 Challenger Brands

OLIPOP

A healthy alternative to soda, OLIPOP calls itself a ‘delicious fizzy tonic.’ Its products consist of soda-like flavors packed with digestive health benefits – prebiotics, plant fiber, botanicals and more. OLIPOP’s online DTC business features a discounted subscription and facilitates fast transactions with easy cancellation and texting features. Consumers can find OLIPOP in curation outlets like Erewhon (where nearly 5K cans were sold in one month alone) and independent coffee shops. This year, OLIPOP has aggressively expanded at retail, with retail sales spiking 400% since mid-March, driven by distribution in Sprouts, Kroger, Whole Foods, Safeway, and Wegmans.

HU Kitchen

HU Kitchen’s journey to disruption in premium chocolate began in 2011 as a paleo/primal restaurant concept. When the founders struggled to find a delicious chocolate that met their restaurant’s strict health criteria, they decided to launch their own line of chocolate. By 2013, HU chocolate launched into Whole Foods, coinciding with their Union Square (NYC) restaurant launch. From 2016 to 2018, their retail penetration grew from 400 to 3,000 stores. Today, the brand applies a unique test-and-learn model with its in-house test kitchen and insights lab to cultivate a loyal following through both retail and DTC.

Hint

To combat her diet soda addiction, Kara Goldin habitually put fresh fruit into pitchers of water for herself and her family. This led to the birth of Hint in 2005. Fast forward to 2019, and Hint is the number one independently owned non-alcoholic beverage company in the U.S with $140 million in annual revenue. Goldin has prioritized an omnichannel approach to cultivate Hint’s rise to the top. While 60% of Hint’s sales comes from retailers like Whole Foods, Target, and Costco as well as Silicon Valley cafeterias, 40% still stems from the DTC arm of the business that makes it easy to customize soda packs with a 20% subscriber discount.

JustFoodForDogs

As a dog parent himself, Shawn Buckley felt compelled to disrupt the $30 billion pet food market by offering human-grade dog food beyond a can or bag. He went to market with a bang as the first-ever public kitchen for dogs! The kitchen was not only an efficient production facility, but also a unique marketing tool that attracted a loyal pet owner following. After its success in the DTC landscape, JustFoodForDogs partnered with Petco in 2019 to open a 1,350-square-foot retail activation kitchen in Petco’s Union Square (NYC) store. By expanding to over 1,000 Petco stores and embracing DTC and Amazon, JustFoodForDogs has reached $80 million in revenue.

Mush

Debuting on Shark Tank in 2017, Mush is an all-natural ready-to-eat overnight oatmeal founded by San Diego natives Ashley Thompson and Kat Thomas. Thompson and Thomas created Mush out of frustration with the lack of healthy, easy to prepare breakfasts and snacks available in the marketplace. Prior to its appearance on Shark Tank, Mush sold through farmer’s markets. Since partnering with Mark Cuban, Mush has rapidly grown its retail penetration, expanding into over 3,500 stores, including Wegmans, Whole Foods, and Publix. In addition, Mush has bolstered its DTC arm by offering subscription discounts for its customizable “Everyday,” “Weekday,” and “Snacking” packs.

Public Goods

Public Goods, a membership-based online home goods store, was founded in 2016 to combat the paralysis of choice faced by consumers at retail today. Offering just one type of product per need, the site touts minimalism and pleasing aesthetics across its portfolio. In 2020, Public Goods announced a CVS retail partnership where consumers can forego the annual membership to access the brand’s products, albeit at higher prices. CEO Morgan Hirsh views this as a strategic move to expand reach among new consumers who primarily shop B&M, with the aim of introducing them to the brand, building their loyalty, and increasing Public Goods’ membership numbers.

BirchBox

Founded in 2010, Birchbox has pioneered subscription commerce, helping consumers conveniently tailor beauty products to their lifestyles. The service provides each consumer a personalized box of products featuring both prestige and niche brands to fit his or her beauty routines. Beyond its established DTC offering, Birchbox has invested heavily in its retail arm to secure selective partnerships. Birchbox placed beauty consultants in 3,000 Walgreens nationwide to educate beauty shoppers on the brand and fuel an increase in monthly subscribers from Walgreens. Birchbox also introduced its products at select Gap locations. Between these partnerships and its DTC stronghold, Birchbox amassed over 1 million subscribers.

Sumo Citrus

Available for just 4 months a year, the “dekopon” varietal of mandarins known as Sumo Citrus are a highly coveted seasonal fruit. Celebrated for its sweetness, distinctive top knot, and ease of peeling, the Sumo Citrus brand benefits from its digital presence and sense of exclusivity. Eager consumers can sign up to receive a notification when the varietal becomes available, and in season, consumers can purchase gift boxes of the fruit to be shipped nationwide. Sumo’s real brand value creation comes from its in-store staging. Leaders like Whole Foods, Wegmans, Target and Publix allocate large displays and signage to capitalize on the fruit’s seasonal excitement, demand, and premium ring.

Rothy’s

Rothy’s took the professional women’s apparel landscape by storm beginning in 2015, providing women with trendy flats that are washable, handmade, and made from recycled plastic bottles. Online drives the lion’s share of brand sales, but the brand has recently expanded with in-store locations in New York City, Los Angeles, Boston, San Francisco, and Washington, D.C. In 2018, Rothy’s debuted in the retail landscape by dropping an exclusive collection at Nordstrom. That same year, Rothy’s sold over one million pairs of shoes, contributing to a valuation of over $700 million and driving genuine sustainability impact that helps Rothy’s inspire continued shopper engagement both online and in-store.

Cocokind

Cult-favorite skincare brand Cocokind launched in 2014 with a mission: to make clean, efficacious skincare more accessible. The brand became an early hit with influencers and bloggers, with their hero Collective Sticks (like MYMatcha) being shared frequently on Instagram personal pages and routine videos. CEO Priscilla Tsai has personally taken charge of Cocokind’s social media, creating posts that relate to the skincare challenges of Cocokind customers. What started primarily online quickly expanded with retailers like Whole Foods, Bed Bath & Beyond, and Target.

Revenue Growth through Relevancy

Revenue Growth through Relevancy

Revenue Growth through Relevancy

Introduction

With overabundant options and shifting consumer preferences, achieving revenue growth—especially profitably—is the core challenge that companies will face in the new year and decade. A brand’s ability to grow remains rooted in the indelible principles of winning consumer jobs, carving out distinctive spaces, and engaging with consumers in highly relevant, authentic ways.

We believe that building relevance is an under-leveraged pathway to accelerate growth. As Millennials and Gen Z account for the greatest transfer of wealth and consumer spending power on record, brands must use a forward-looking approach to identify what is most relevant for this next generation.

We’ve distilled a forward-looking view on what next generation relevance means into five pillars: relevance to my values, culture, lifestyle, budget, and places I purchase. This paper explores each relevance pillar and offers ideas for how to unlock revenue growth through each by highlighting brands that are doing it well.

5 Pillars of Relevance

Pillar #1: Relevance to my values

Next generation consumers want to spend their money on more than a product; they use their beliefs to direct purchasing. Winning brands position themselves as relevant to contemporary values and empower consumers to use their purchasing power to support a greater purpose.

Brands aligned to consumer values (e.g., ways of eating, environmental stewardship, donation of proceeds to various causes) also command a price premium as consumers are willing to pay more for the enhanced benefits delivered by a values-based brand. We see this justified premium as a growth unlock across categories.

Unlock: Use forward-looking insights to identify emerging values that drive purchase decisions

Prioritize leading-edge consumers (those creating change in the market) and identify what they value most when selecting products. These consumers portend where purchase decisions are trending, and brands that deeply understand these values-based decisions can better delight this group and remain ahead of broader market trends.

A few examples include:

Love the Wild, a frozen seafood entrées kit, with sustainable aquaculture benefits for consumers and the environment.

 
 
 

Credo Mobile, a virtual network operator, can charge similar rates to Verizon because it invites its members to designate a charity each month to receive a portion of Credo’s profits.

Pillar #2: Cultural relevance

Brands often struggle to appeal to next generation consumers in today’s ultra-competitive landscape. Successfully creating stickiness in consumers’ minds requires talking to consumers through mediums and situations that are relevant to their culture. Connecting to the next generation’s culture in an authentic way while remaining true to the brand’s heritage will allow the brand to build relevance with a spectrum of consumers.

Unlock: Link your brand to contemporary culture As consumers see advertising everywhere, from subway ads to Snapchat stories, it has become more difficult for brands to capture mindshare. One way to stand out authentically is to leverage borrowed interest from pop culture, making smart, relevant connections to your brand and what it stands for.

A few examples include:

Bud Light’s Game of Thrones campaign targeted Millennials with its creative focus on high-quality ingredients and fostered cultural appeal through its humor and homage to the widely popular show.

 

Sir Kensington’s co-branded food trucks borrowed badge value from beloved TV show Bob’s Burgers and appealed to foodie culture.

Pillar #3: Lifestyle relevance

As the next generation builds careers, families, and homes, they seek solutions that fit meals, snacks, and personal care and household occasions into busy schedules, spurring a resurgence across categories from home cleaning to frozen meals to dairy and pasta. Brands can win by updating old standbys for evolving needs as consumers seek better ‘job’ solutions.

Unlock: Connect with trending values as a ‘way in’ to today’s lifestyle

For the next generation, food values are about more than just nourishment; they are integrated into consumers’ sense of self and wellbeing. Brands whose products better fulfill evolving consumer ‘jobs’ associated with changing lifestyles will earn greater market share.

A few examples include:

Califia identified plant-based eating as an emerging food value and innovated within this platform to fulfill a myriad of consumer “jobs”, such as energy, digestive health, and satiety.

 
 
 

Banza’s chickpea pastas were inspired by the idea that consumers buying better-for-you products want the best of both worlds: delicious meals for the whole family to gather around, while overdelivering on nutrition density.

Pillar #4: Budget relevance

With college tuition increasing 500% since the 1980s and cost of living more than tripling, the next generation of consumers is accustomed to living on a budget. In the consumer goods space, they are seeking an even greater value equation. Low prices alone are not the answer. It is more important than ever to identify and deliver on the aspects of the value equation that matter most to them.

Unlock: Over-deliver on the value equation

Offering exceptional value through the right benefits at the right price requires a deep understanding of where value lies for your consumer. By offering exactly what consumers value most and not investing in what they don’t, brands can be highly relevant while saving on areas that expand profit margin.

A few examples include:

This is L became a high-growth feminine care brand through a highly relevant value equation for modern women, including organic ingredients, stand-out packaging and competitive pricing vs. conventional leaders.

 

One Bar focuses its packaging on communicating its nutritional point of difference—20g of protein, just 1g sugar—and delicious exploratory flavors.

Pillar #5: Relevant availability

Today’s consumers expect brands to be seamlessly available for purchase in their flow of life outside traditional retail channels, whether offline or online. However, brands must still stand out in the traditional brick and mortar retail environment while expanding omnichannel through availability online, in foodservice, and/or in unexpected UDS (up-and-down-the-street) channels such as apartment buildings, workplaces, and gyms.

Unlock: Develop breakthrough availability

As social networks expand in-app purchasing capabilities, brands can capitalize, reaching younger consumers where they already browse and removing the friction to purchase online. In real life, brands can break through by ensuring their in-store presence is unforgettable (or better yet, Instagrammable) and by increasing distribution in grab-and-go locations that accommodate the next generation’s on-the-go lifestyle expectations.

A few examples include:

Sumo Citrus’ seasonal in-store execution aligns with retailers’ desire – and emerging KPI – of creating Instagrammable displays. Shoppers associate these oranges with an eye-catching showstopper on the store perimeter, leading to higher likelihood to purchase.

 

 
 

Smalls cat food sidestepped category incumbents by expanding point of sale to Instagram, where browsers receive a discount to encourage trial and can shop directly from the link.

 
 
 

 
 
 

Q Mixers is sold at retail, but next-generation consumers might also spot their “Spectacular Serve” bottles when ordering drinks at leading restaurants and bars around the country.

 

Summary

To unlock growth this decade, commit to a forward-looking insight approach to build relevance with the next generation of consumers. Include the 5 Pillars of Relevance framework within your annual planning and ensure new growth ideas integrate into your marketing plans. We wish you success in the new year and hope these revenue growth ideas provide inspiration on new ways to engage consumers.

As always, we welcome your thoughts and feedback. Please reach out to info@seuratgroup.com.