As what usually happens in marketing, when you’re onto a good thing, change will inevitably happen when a new marketing director takes charge. In this case, the change was necessary.
Having launched Almond Breeze and gained initial trial, other competitors with bigger budgets started to appear. However, even with more marketing dollars, their generic messaging had low cut through giving us the opportunity to take the category high ground.
We thought we were geniuses when we came up with the health focused, branding idea ‘Breeze the day’ but believe it or not, the people in Seattle didn’t understand it. What does ‘Breeze the Day’ mean? You crazy Aussies. And what if the girl falls off that swing?
Happily, she didn’t and sales increased over 200% in one year alone. Almond Breeze became the No2 brand in the category and largest by volume, sold.