Launched from DTC to Target within 6 Months

HighKey 360° Brand Development

Challenge

  • Team emphasized speed to market and proprietary selling technology over brand and story.
  • Low barriers to entry cannibalizing the brand.
  • Undifferentiated product offering in a crowded category.
  • Purchased on features and benefits rather than brand.

Goal

Define “WHY” the brand exist to create a campaignable idea and an unbreakable packaging system.

Insight

  • Quantitative research showed that the repeat purchasers had different demographics than the Amazon sales reports.
  • Product portfolio too vast to manage as a single brand.
  • Good macros and good taste are rare in Keto category.
  • What comes after Keto?

Strategy

  • Do fewer items very well vs. many ok products.
  • Replace Keto with Low-Carb.
  • Simplify the macros.
  • Emphasize appetite appeal.
  • Emphasize on-trend diets (diet-trendy) to look beyond Keto.

Go-to-Market Strategy:

  • Perfectly Imperfect (Craver’s advocate).
  • Closing the gap between diet and delicious.
  • Define year and 5-year targets for channel-specific innovation.
  • Get Thee to Target.

Tagline: FOMO NO MO’

Results

  • Launched from DTC to Target within 6 months.
  • From a single Amazon bestseller to 3 bestselling products.

Sources: HighKey, Amazon.com

Scope of Work

  • Audits & Analysis
  • Audience Insights
  • Research & Insights
  • Trend Analysis
  • Brand Positioning
  • SKU Rationalization
  • Visual Strategy
  • Packaging Design
  • Branded Ecosystem
  • Sales Collateral
  • Product Photography
  • Lifestyle Photography Guidelines
  • Brand Bible

“Retail Voodoo helped us align over 100 product ideas into 7 categories we’re using to grow our brand. What a tremendous partner!”

– John GIbb, CEO, Summit Naturals + HighKey

We helped HighKey grow from DTC to retail in 6 months. What’s your brand’s growth challenge?

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