Project Goals:
• Move up to a more premium position versus competitors
• Increase ease of product differentiation and consumer selection
• Rejuvenate the brand and generate excitement among retailers
Of Note
• PROCEDE® method was instrumental in uncovering strengths, deficiencies, potential opportunities, threats, and competitive standing
• Consistent information hierarchy helps consumers more easily compare to competitors and make product choices
• Big & Bold product name supports product performance claims and stands out on shelf
