IA Corporate Researchers Conference (IA CRC) October 22-24, 2019 in Orlando

How A Re-Brand Perked Up A Coffee Label Reliant on Aging Consumers

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.

Key takeaways:

  • 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

 

Speaker(s)

  • Eleanor Hohnstein – Reily Foods

    Brand Manager, French Market Coffee & Specialty Foods, Reily Foods

    At Reily Foods, Eleanor manages a team responsible for more than 14 brands. Her most notable accomplishments include leading the product development and launch of the French Market Coffee Cold Brew Concentrate product line and repositioning the French Market Coffee brand. Using market research, she played a key role in Tiger Sauce’s label redesign, contemporizing the icon and graphics and highlighting its unique flavor profile and versatility. Previously, Eleanor worked for Mars Petcare as the Digital Marketing Manager.

     

  • Sondra Brown – MDRG, Inc

    President and Founder, MDRG, Inc.

    Sondra uses qualitative and quantitative research experience to explain business strategy in diverse industries including tourism, utilities, health care, telecommunications, financial services, and packaged goods. She started Market Dynamics in 1994 after seven years in client-side market research. She graduated summa cum laude at Gordon College in Massachusetts and magna cum laude at the University of New Orleans with a Master’s in Sociology. She received additional training from the Burke Institute and completed advanced moderator training with RIVA.

See the full conference schedule
IA Corporate Researchers Conference (IA CRC)
Thursday, Oct. 24, 2019
11:15am to 12:00pm EDT