4x Growth in the
First Two Years Sources: Project NOSH 2018, SPINS & MULO Data 2018

Oregon Ice Cream 360° Brand Development

Challenge

Four Businesses & Two Brands with Little Awareness

  • Two undifferentiated brands that overlapped and created ambiguity in shoppers minds.
  • Co-packing business and a b2b brand that even their most loyal customers didn’t understand.

Goals

Modernize small, Pacific Northwest niche brands into national organic brands.

Insights

Alden’s Key Insights:

  • Comfort is king and ice cream is a natural fit.
  • People want brands to make simpler claims.

Julie’s Key Insights:

  • 81% of female ice cream eaters age 18-37 want a premium indulgent portion controlled frozen treat and culinary flavors.
  • Women will pay for an organic, just-for-them ice cream treat.

Strategy

  • Make Alden’s America’s family organic ice cream.
  • Make Julie’s a portion controlled super indulgent frozen treat for women.
  • Leave daylight between the two consumer brands and the two other ice cream businesses (co-packing and b2b).

Go-to-market Strategy:

Alden’s:
America’s family organic ice cream

Julie’s:
Treat curator

Results

  • 4x Growth in the first 24 months.
  • NW regional brand became bestselling Organic Ice Cream in U.S. within 24 months.

Scope of Work

  • Audits & Analysis
  • Audience Insights
  • Research & Insights
  • Trend Analysis
  • Brand Positioning
  • Visual Strategy
  • Packaging Design
  • Branded Ecosystem
  • Sales Collateral
  • Product Photo Art Direction
  • Photography Guidelines
  • Brand Bible
  • Tradeshow

“Retail Voodoo allowed us to identify uniquely differentiated brand strategies. Their work positioned our brands to quickly accelerate our growth in the marketplace.”

– M. Hunt, VP of Marketing, Oregon Ice Cream

We helped Oregon Ice Cream become the national leader of the organic ice cream category, build a premium organic novelties business for Julie’s, level-up their b2b brand, and gain clarity for their co-packing brand. What’s your brand’s growth challenge?

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