Brand Strategy - Positioning & Personality • Full Marketing Strategy • Fractional CMO

The Background.

The non-alc. beverages category is huge, varied and rapidly expanding across the globe. Growth is being fuelled by several emerging independent players and popular, full-strength brands. All jostling for category king position as early-adopter low-alcohol consumption trends begin to gain momentum and normalise the category.

For challenging incumbents, there are difficulties. Retailers are struggling to see where to place premium, non-alc. products on the shelf. Are they an extension or an innovation? A premium substitute or overpriced adult soft drink? A healthy promise or tasteless oversell?

New entrants are trying various differentiation strategies to crack new markets, some with questionable ethics. Consumers are responding openly to the cultural and ritualistic paradigm shift. And there seems to be light at the end of the on/off trade tunnel…

The Opportunity for Sprigster.

Nearly half of all adult drinkers of beverage alcohol expressed interest in moderating their alcohol consumption. Some with a focus improving health (47%); some to manage weight (38%), and some to avoid a hangover and/or improve productivity and energy levels (23%).

There is now a consistently positive sentiment towards the idea of moderation. And the rise of premiumisation shows cost is less of a barrier, as long as we preserve the occasions that matter.

Two highlighted target markets looking for different benefits, but with similar motivations and pain points. Taste is (as always) paramount, cost needs to be justified, natural and sustainable get extra attention, and brand reputation is critical. But above all, experiential cues and ritualisation are part of the overall package.

In this case, a drink is not just a drink. And so, our challenge for an independent, premium brand with a genuine provenance foundation, playing in an aggressive and noisy market: liquid on lips and on and off-trade distribution. How?

  • Provide the backbone of a strategic framework for the brand

  • Position as an indy-challenger with clear differentiators; challenging industry norms and social stigma

  • Consumer-pull strategy: grow B2C community, and revenue through awareness

  • Increase awareness: digital and on-trade/off-trade

  • Deliver consumer, on-trade and off-trade omnichannel marketing strategy, including awareness and acquisition plan

  • Craft a compelling brand experience and story, leveraging founder(s) and relationships

  • Build expanding team

  • Drive external and internal engagement

  • Focus future spend and ROI.

“We needed someone who knew what they were talking about. Someone who could realise the potential of a wannabe successful drinks brand.

Working with Nada was extremely relaxed, yet incredibly productive, enlightening, and rewarding! I wasn’t expecting it to be such a supportive process - for it to feel like there was a team. And I was grateful for the middle-man, breaking-down-jargon role she played. We learned a lot. And we feel like we’re getting somewhere.”

— Piers Milburn, Founder

The Outcome.

A brand image, brand positioning, and brand personality strategy and light-touch marketing strategy, for a premium product in an emerging industry. Including:

  • Research

  • Competitor analysis, including taste review

  • Collaborative workshops, with founders and executive team

  • Brand positioning (including differentiation strategy), brand benefits, and brand personality

  • Full rebrand

  • Indie-brand (MLP) marketing strategy

  • New website

  • Comms strategy

  • Recruitment support, including: PR, copy and social media

  • Internal communication

  • Guidance on activating brand purpose

  • Team mentoring

  • Ongoing marketing strategy support

  • Online sales +175%

  • Conversion rate +35%

  • Return customer rate +17%

  • New stockists

The Impact.

“The brand strategy was just a great opportunity to properly get under the skin of who we are and what we are actually doing. I highly recommend going through the process.

It’s incredibly worthwhile getting under the skin of it all. Part of actually being open to a totally different perspective on who you are and what you’re doing. To properly build foundations and an ownable space for your brand before you go to market. To save you the potential of further disaster later on, when you may get it all wrong.

Nada totally met my expectations, and so much more. She’s worth every penny. We went from Sprigster 1.0 to Sprigster 2.0. And now, we’re taking it to 3.0!”

— Piers Milburn, Founder