Building a brand and product from the ground up, bringing it to market in less than 12 months.
The Challenge
A global consumer health company was facing low-to-negative growth forecasts for several of their major core brands. They wanted to find major sources of revenue growth and build the capability to repeatedly create new growth outside their core. They had a strategic assessment of potential new growth areas—including functional foods and beverages to improve mental performance throughout the day—and they recognized the need to quickly build, test, and scale new business models.
The Approach
As part of an embedded team of scientists and marketers I used a combination of agile and lean-startup to develop a brand and product from the ground up in a category where the client had little experience. I directed a team of three to develop the value proposition, refine the brand system, and develop and execute digital and packaging communication strategy.
The Outcome
Consumer validated value proposition & brand for a mental energy drink projected to be capable of $200mn in 5 years.
Lean Growth, Brand Creation, Product Development, PA Consulting for a global consumer health company.