Gold Peak Tea
Accelerating market share by transforming Gold Peak from “trusted” to treasured.
Client
Coca Cola Company
Gold Peak needed a strategy and brand position to maximize market share for their $2 billion ready-to-drink tea portfolio, Gold Peak.
In partnership with their global creative agency, we conducted extensive customer research including audience segmentation, commercial shopper data and brand health tracking to deliver a strategy that accelerated market availability and tapped into tea consumers' hopes, hurdles, and aspirations.
Big Idea
Tea is for trying
Approach
Identifying the target audience through quant & qual research
Approach
6 Target Audiences Emerged
Approach
One Audience Rose To The Top
The Tea Truist
It’s important to me to buy a tea that actually tastes like real tea. I want it to have real sugar and a stronger tea than fruit flavor.
Solution
Brand Strategy
& Position
we crafted a positioning focused on moments of discovering real tea.
Solution
Go-To-
Market Plan
to drive switchers & trials
Driving Business Value
+10%
Brand
Awareness
Awareness
(FY19) Post North America launch
+5%
Increase
In Sales
In Sales
with millennials
and gen z
and gen z
+75%
likelihood to purchase
after viewing
the campaign
the campaign
Let’s do a deep dive on your needs and
Turn
Things Up
