20x Growth in First Three Years

Sources: Bevnet, Beveragedaily.com, specialtysodas.com

Dry Soda Company 360° Brand Strategy

Challenge

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

Goal:
Regain their leadership position in the craft soda industry

Insights

  • 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

Strategy

  • 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

Results

  • 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

Related Content

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

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Sharelle Klaus

CEO & Founder, Dry Soda Company

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