Fresh Victor entered the market with a clever name and quirky, memorable packaging for their natural drink mixers for mock-tails and cocktails.
But what they didn’t have was a brand strategy or story. The client and marketing team were getting frustrated with designers and copywriters who were “off brand” creating content – but who could blame them without understanding what the brand was all about?
We fixed that. Starting with deep listening, an analysis of the marketplace and a co-creation workshop, we crafted a compelling and differentiating story and purpose:
Challenge the drink-mixing mindset by offering premium, chilled, all-natural mixers for discerning consumers who want delicious foolproof mixed drinks.
Global Brand Works also delivered Target Audience Personas, Functional Equities, Emotional Benefits, Brand Personality and Attributes, Messaging and Values/Behaviors:
With their story and messaging in place, Fresh Victor’s internal and external marketing teams now develop content with clarity and efficiency. Oh, and the best part of the project: Taste Testing!
Can we help you unearth your brand story?