A new product category emerges rapidly -- -- energized by new technology, new distribution channels, and more relevant/contemporary imagery. This new category threatens to take consumers from another large, but declining category that our client is the leader in.  Our client moves forward with aggressive, long term innovation on multiple fronts (numerous brands, technology platforms, both innovation and acquisition, etc.). 

Methodology

Brand Riffs provided a single resource for most of the qualitative services used across all of these initiatives.  Learning from any one project was leveraged as innovation moved forward on numerous fronts. Brand Riffs was a point of continuity and a co-builder of the internal knowledge base.

Prologue

The first brand launched immediately and became one of the top selling brands in this category.  Other initiatives will launch soon.