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Breakout Product Launch
Business challenge
Our client, Smoothie King, developed a new product that would help them break out from traditional smoothies. A big launch plan was needed to build demand and support the new product in the marketplace. The launch plan needed to demonstrate that smoothie bowls, the new innovative product, was an ideal choice for meal replacement, great for healthy lifestyles, and the best choice in the market considering offerings from competitors.
Objectives
Increase sales of new Smoothie Bowls across the national market and within key local markets.
Acquire new customers to the brand while strengthening the loyalty of current guests.
Services
First-party audience targeting, consumer research, media planning, omnichannel paid media execution, analytics
Paid-media Channels
Spotify, TikTok, Linear TV, Spot radio
Our strategy
Pursue two growth paths: Target new customers who seek greater value, are health conscious and are open to trying new foods and drinks. The second path was achieving growth by targeting highly loyal customers with specific daypart targeting, breakfast and snack time, and promote the product as a meal option.
We used first-party data to refine the audience target for current loyal customers, plus we use primary research and MRI-Simmons data to build out targetable new udiences who closely matched Smoothie King’s ideal customer.
We tailored the tactics on a market-by-market approach and blended high reach mass channels with more targeted tactics to reach our loyal customers with highly personalized media.
With constant monitoring and measurement, we optimized quickly by tactics and region to ensure the investment was performing.
Results
+14.1%
Comp Sales
11.8%
New growth systemwide