Sunsweet Brand Repositioning
Background: Recognized primarily for their digestive benefits, prunes began to experience double-digit sales declines as the core consumers—women 55+—were dying off. Sunsweet realized that market expansion was imperative.
Action: I executed a repositioning effort to appeal to a new 35-55 year old target with:
Action: I executed a repositioning effort to appeal to a new 35-55 year old target with:
- New contemporary packaging and displays communicating taste, health & convenience, and facilitating product relocation to produce departments.
- Transition of product name from "Prunes" to "Dried Plums".
- New perception-shifting ad campaign with focused regional media strategy.
- Integrated themed promotions with national and in-store components
- 800,000 sweepstakes entries.
- 60 retail chains participated in trade promotion with diplay shipper and POS
- A sales lift of 4-6% attributed to the new TV ad campaign
- Sales lifts as high as 22% from the themed national promotions
- Significant sales lifts maintained 6 months after promotion.