01 — Farmer Willie's Transitioning Positioning
Farmer Willie's started out as alcoholic craft ginger beer. When the company rebranded in 2018, the product was renamed "Superbrew" to highlight the use of super fruits. It was catchy but no one understood what the product was. In order to succeed, this unique and new-to-the-world beverage needed a familiar frame of reference combined with compelling differentiation.
02 — The Process
I led consumer research, stakeholder engagement and company workshops to inform brand strategy, brand positioning and frame of reference. Interviews with consumers and distributors drove the decision to anchor to the fastest growing category and simplest consumer frame of reference - hard seltzer - while highlighting the most compelling differentiation - made with real fruit.
03 — Brand Narrative & Messaging
With positioning established, I created a messaging framework to clearly and succinctly articulate the value propositions specific to Willie's various stakeholders -- distributors, retailers and consumers.
