Ignited 20x Growth
in Just 3 Years

Dry Soda Company 360° Brand Development

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

“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.”

– Sharelle Klaus, CEO & Founder, Dry Soda Company