Russell Stover, the pioneer of sugar-free chocolates, had enjoyed 20 years of first-and-only status before a host of new competitors created a 3-year sales decline resulting in a battle for shelf space.
How We Helped
We led Russell Stover through repositioning to cement its sugar-free line of chocolates as America’s favorite. We modernized their brand positioning and packaging to appeal to label-reading consumers on the hunt for sugar-free chocolate. The new brand celebrates the best of Russell Stover traditions with contemporary flair.
The Results
Russell Stover Sugar-Free reversed its sales decline in just 12 months, producing 33% growth over that period. The brand now consistently ranks #1 in the category in a host of metrics, including velocity, repeat customers and dollar volume.
Russell Stover Sugar-Free reversed its sales decline in just 12 months, producing 33% growth over that period. The brand now consistently ranks #1 in the category in a host of metrics, including velocity, repeat customers and dollar volume.
– Marjolaine DeClaviere, VP Marketing, Russell Stover
Before
After
We helped Russell Stover entice consumers everywhere and reclaim category leadership.
