Russell Stover corrects ‘brand communication problem’, brings sales growth to sugar-free chocolate product
April 12, 2019
Russell Stover enjoyed years of market dominance when it first launched its seemingly ‘too-good-to-be-true’ sugar-free chocolate line in the ’80s. But lately, its sugar-free chocolate sales have wavered as it fell out of favor with consumers who perceived the products to be at odds with a growing better-for-you lifestyle.
March 24, 2019
New packaging graphics for Russell Stover’s sugar-free candies focus on appetite appeal and craftsmanship to change consumers perceptions about the quality of sugar-free brands.
March 18, 2019
Eating chocolate is an indulgent splurge for many. Some studies even suggest that it may lower cholesterol and boost memory. But, for those with dietary restrictions about sugar consumption, sugar-free chocolates may be their only option. After many years of dominating the category, changing consumer preferences put a dent in Russell Stover’s sales. They called on brand strategy firm, Retail Voodoo, to help reverse the slide.
March 11, 2019
Kar’s Nuts has been providing consumers with a wide variety of snack choices dating back to 1933. Then, Sue Kar used her home kitchen across the street from Tiger Stadium in Detroit to roast and sell peanuts to Tiger fans. Today, its award-winning Sweet ‘n Salty Mix is America’s best-selling brand of trail mix.
February 26, 2019
Brand strategy firm Retail Voodoo expands its team, naming Kelly Frazier to the new position of Director of Creative Strategies. She is focusing on uncovering new opportunities for client growth in the food and beverage categories.
February 26, 2019
With over 20 years of experience in strategy, innovation, and design, Frazier has been a creative catalyst in the Seattle and Chicago brand strategy communities. She has held senior creative leadership roles for agencies including Bluedog and Anthem Worldwide.
February 11, 2019
Armed with a passion for ideology-driven companies and over 25 years of industry experience, David Lemley focuses his energy on using design thinking and brand strategy to empower clients to achieve their brand’s goals. As president of Retail Voodoo, David sets the standard for all research, brand strategy, brand positioning and design development for the firm.
January 23, 2019
The “better-for-you” business flurry has a strong head of steam. According to an article last year from Food Business News, the number of food investors has doubled in the last five years. They now outnumber technology investments.
January 18, 2019
With snacking trends moving toward “better-for-you,” choices, Kar’s partnered with Seattle-based brand strategy firm, Retail Voodoo, to create a two-tiered strategy. This empowered their internal teams to establish a thematic approach to innovation. From ingredient selection to manufacturing they hoped to influence the marketplace by bookending the category of snack nuts and trail mixes.
January 17, 2019
Kar’s Nuts has been providing consumers with a variety of snack choices dating back to 1933 when Sue Kar used to roast and sell peanuts to Detroit Tiger fans. Today, its Sweet ‘n Salty Mix in the little purple bag is a best-selling brand of trail mix. Sensing more growth potential, equity firm Palladium Partners, LLC purchased a majority stake in the company. They led the charge to expand the brand from its Midwestern roots to the East and West coasts.
January 14, 2019
“What I appreciated most about working with Retail Voodoo was the interactive nature of the process. In the end we feel that we evolved as a company in our understanding of what distinguishes our brands. This creative yet disciplined approach produced results that energized the entire organization,” says Scott McKinnon, Vice President of Sales, Kar’s Nut Company.
January 11, 2018
There is no consensus on what the classic American snack happens to be. Potato chips, beef jerky, pretzels—all are contenders. But this much is certain: If you’re going to make a list of classic American snacks, then trail mix should definitely be on it.
December 12, 2018
Retail Voodoo was tasked to help Essentia communicate that the brand is a premium water in a clear way. The new bottle feature’s Essentia’s new tagline “Overachieving H20” and the new E+ logo represents planting a flag in the ground to tell the world that a better you starts with better water.
November 5, 2018
In 1996 my parents finally figured out what I did for a living. They saw my adolescent sketchbooks and journals come to life on the walls, fixtures, furniture and packaging of Starbucks. I was fortunate enough to be brought in to lead the rebrand of Starbucks when the company only had 800 locations but planned to build a store-per-day, forever.
November 6, 2018
Yakima Chief Hops is a 100% grower-owned international provider of American style hops. With a goal of global leadership and e-commerce, they turned to Seattle-based brand strategy firm Retail Voodoo to help establish a new brand strategy. The Retail Voodoo team created a new logo that represents the past, present, and future of the organization, as well as the science of hop growing.
November 1, 2018
The business environment today is clear: If you own a brand, it’s either growing or dying. The question I keep hearing is, “How do we grow our brand without cannibalizing our existing business?” It’s a daunting question. More than 60% of innovation projects fail to produce bottom line growth. I have watched many brands use different approaches to try to achieve growth with various levels of success. And I have two truth bombs to share.
October 7, 2018
Since the mega-merger of two industry leaders, the brand changed its name from YCHHOPS (YakimaChief-Hopunion Hops) to Yakima Chief Hops. This shift honors more than 30 years of connecting family hop farms to the world’s finest brewers. With a goal of global leadership and e-commerce, they turned to Seattle-based brand strategy firm, Retail Voodoo to help establish a completely new brand strategy.
October 7, 2018
New packaging for Yakima Chief Hops uses a new color palette and logo. These represent the company’s American heritage, high-quality hops, and long-standing relationship with the Yakama Nation.
Yakima Chief Partners With Retail Voodoo for a New Brand Strategy
October 4, 2018
The explosive popularity of craft beer is fueling the dominance of American style hops that are known for big, bold flavor. Yakima Chief, based in Yakima, WA, is the 100% grower-owned largest international provider. It even had a starring role at the recent Royal Wedding between Prince Harry and Meghan Markle. The special Pale Ale brewed for the celebration honored Ms. Markle’s American West Coast roots.
August 27, 2018
Wedderspoon’s Manuka Honey brand is expanded with new products and redesigned packaging with a bright, inviting look and feel. It is also more premium, approachable, and easier to read.
August 17, 2018
Manuka Honey brand Wedderspoon needed to communicate its point of difference to a global audience of wellness-minded consumers. The brand turned to Seattle-based brand strategy firm Retail Voodoo for a rebrand and new product lines beyond jarred honey.
July 28, 2018
Wedderspoon needed to clearly communicate its point of difference to a global audience of wellness-minded mainstream consumers. The honey is sourced from New Zealand, where bees feed off the nectar of the Manuka flower. They turned to Seattle-based brand strategy firm Retail Voodoo to rebrand. They also created new product lines beyond jarred honey.