What do you do when your most loyal customers are “aging out”? Reily Foods was confronting this bitter quandary with their French Market Coffee brand in 2017.
The coffee category was becoming increasingly saturated with local, artisan brews. How to maneuver brand positioning in this competitive space, then?
The Reily Team leading the brand first launched a cold brew product with a completely different positioning, including a fresh look and feel. The product’s success prompted a re-positioning of the entire brand.
From a review of past research to in-depth customer ethnographies, research played an integral role in uncovering the unique and identifiable space that the brand could inhabit in the minds of a younger coffee consumer.
- Grinding new insights from past research
- Creating the right blend of research to re-position for a new audience
- Uncovering bolder brand stories through ethnographic research