20x growth in first 18 months – fastest growing CSD in North America

DRY

/ CASE STUDY

Relaunch DRY as a premium sparkling beverage.

What I like about Retail Voodoo is that they are fearless in their approach. They partner with you so they’re right by your side through the whole process. They’re very passionate partners as well.

  • - Sharelle Klaus / CEO & Founder
  • DRY

Challenge

As a first mover in the craft soda industry, DRY struggled to grow as the category got crowded with me-too brands and bold flavors.

Aggressive promotion in conventional grocery created a non-virtuous cycle of trying to win on the “Four Ps” of marketing (product, price, place, and promotion) against Big Soda without a differentiated brand strategy. This eroded their core equities and had a negative effect on the sales team’s confidence. Their approach to buyer communication shifted the power away from their brand and gave it to the retailer.

The product only moved when it was on deal at Kroger.

Strategy

  1. Our first move was to drop the word “Soda” from the product name, and call it DRY Sparkling. Then we stole a page from the world’s great religions and set out to “excommunicate the heathen” from the DRY Soda brand. In this case, the heathen happened to be kids.
  2. We worked with DRY to optimize their flavor portfolio to be truly culinary inspired and introduced the seasonal offerings and larger bottles.
  3. Tone and voice speak to foodie aspirations and getting the most out of life by embracing every moment. The dramatic design language appeals to a much smaller, mostly female audience.

Brand Position: Unexpectedly Crisp

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