GC Raw
Challenge
The Golden Circle business needed to achieve aggressive sales targets fast, in order to deliver both confidence and profitability to key stakeholders. Maximum value had been extracted from the current range through BTL sales activity. The Golden Circle brand had become irrelevant and needed major evolution work which takes time
Solution
Opportunity to respond to consumer trend for ‘fast, convenient, healthier’ options by launching a new chilled juice brand – took market leadership of this new segment – blocking a key competitor from doing so, by creating, developing and launching a unique proposition – GC Raw. The new way to get your ‘2+5’ fruit & veg everyday
Result
A new range worth in excess of $11m annually was launched – available in the market now in impulse ‘on the go’ pack plus take home format. The launch of this innovative range also commenced the journey of strategically evolving the Golden Circle umbrella brand, to make it more relevant to a younger target market
Disciplines
- Market & Consumer Research
- Business Case Preparation & Approval
- Marketing Strategy
- Sales Strategy – Channel Sales Plans
- New brand, new identify – Logo, IP Trademarks
- New Graphic Design
- New proprietary packaging
- Production line modifications
- R&D – new recipes
- Trade presentations