20x Growth in First Three Years Sources: Bevnet, Beveragedaily.com, specialtysodas.com

Dry Soda Company 360° Brand Strategy


Struggling to Grow Profitably

  • Category crowded with copycats & bold flavors
  • Trying to win against Big Soda without a differentiated brand strategy
  • Eroded core equities
  • Sales team’s confidence lost


Regain their leadership position in the craft soda industry.


  • Adults considered the flavors to be too mild to be seen as craft soda
  • Teens and children, CSD power users, felt flavors were too strange and grown up
  • When enjoying cocktails, most people do not count calories
  • Audience-to-be: metropolitan minded foodie women


  • Drop the word “Soda” and call it DRY Sparkling
  • “Excommunicate the heathen” from the DRY Soda brand (kids)
  • Make flavors truly culinary
  • Introduce seasonal offerings
  • Add larger, resealable bottles
  • Appeal to a much smaller, mostly female audience

Go-to-market Strategy:
Relaunch DRY as a premium sparkling beverage


  • 20x Growth in first 3 years
  • Fastest growing CSD in North America

Scope of Work

  • Audits & Analysis
  • Audience Insights
  • Research & Insights
  • Trend Analysis
  • Naming
  • Brand Positioning
  • Visual Strategy
  • Packaging Design
  • Branded Ecosystem
  • Sales Collateral
  • Photo Art Direction
  • Website
  • Brand Bible

We helped DRY Sparkling gain mass appeal in the sparkling beverage category. What’s your brand’s growth challenge?


“What I like about Retail Voodoo is that they are fearless in their approach. They partner with you so they’re right by your side through the whole process. They’re very passionate partners.”

- Sharelle Klaus, CEO & Founder, Dry Soda Company