Challenge
Long Drink is a Ready-to-Drink (RTD) low-alcohol beverage created and imported from Finland. They were looking to introduce the product into the US among a rapidly expanding field of competitors, including new product lines from established US spirits companies.
- Build distribution and increase sales
- Drive consumer interest to learn about the brand
- Accurately measure and optimize media investments
Insight
Industry data indicated that Long Drink faced low brand recognition and competitive spending much higher than our budgets. Rather than trying to face competitors head on, we focused on filling audience gaps that the category was overlooking and championed Long Drink’s distinct brand identity. By creating a niche for Long Drink, we could circumvent direct competition and build a loyal base.
A regional analysis provided a blueprint for Long Drink to gain major traction across priority markets, despite lower spending versus established RTDs.
Idea
Concentrated media efforts towards channels that would reach Long Drink’s core audience with formats capable of differentiating and educating about the brand’s unique mission: to become the happiest brand in the category.
Prioritized long form, story-telling assets to differentiate the brand
Geo-targeted media towards “must-win” markets, adjusting on a regular basis to accommodate sales trends
Created a real-time dashboard to establish benchmarks, visualize business/media trends, and enable dynamic multi-channel optimizations