EXPERIENCE

Testimonials

"In a previous role, we engaged the brandCHARGE to go deep with the consumer and clearly assess the strength of our brand and its potential. The data and insights that the team generated (quickly I might add) – were instrumental in confirming the consumer appeal in our strategy and provided great insights on how to best commercialize the business. These insights were shared with our Private Equity partners and used to build plans to expand national awareness and trial of the brand. I’d certainly recommend them for any company looking to strengthen their business case based on consumer data. This is ideal consumer data for PE investment into a CPG brand."

Kevin Hall – CEO

UNIFI

Case Studies

Brand	CHARGE	Action	Result
Pantene & Head & Shoulders Latin America	CHARGEahead to unlock revenue and profit growth across the region	Much deeper consumer understanding Drove more insightful and breakthrough marketing and innovation	Brand #1 Revenue +60% Brand #2 Revenue +56% Combined profit +72%
Dr. Scholl's	reCHARGE a large, mature brand following 3 year decline	Repositioned the brand to shift from blame on bodies aches and pains from the consumer to their shoes	+200% increase in insole sales
Sabritas	reCHARGE growth of brands that commanded 80% share of the Mexican snack market	Re-built the value equation of core brands	Total business growth +33% No profit erosion
Pepsi	reCHARGE brand by creating a mid-calorie cola segment in the US, leading with Pepsi	Creation of Pepsi NEXT	Exceeded business plan revenue and profit objectives Enabled full sugar drinkers to remain in colas, without migrating to diets
Definity Digital	reCHARGE brand of LED lights to deliver profit in a category rapidly moving towards commoditization	Created value added brand – Definity Digital focused on ‘new to the world’ benefits consumers are willing to pay a premium for	Breakthrough pricing power. $25/bulb vs. industry average (at the time) of $10/bulb
Old Spice	reCHARGE an acquired brand equity to create a full line of male grooming products	Transformed fragrance to a full line of male grooming products. Deep consumer understanding leading to "Unapologetic Masculinity" positioning	Built into leading male deodorant, body spray and cleansing brand Revenue increased +500% and profit up +1000%
Tresemmé	CHARGEahead and drive growth in #5 haircare brand in the US	+80% price increase over 36 months Doubled the line up Tripled the marketing budget	Became the #2 haircare brand in the US and #1 at Walmart Fastest growing haircare brand globally Doubled profit margin
Nexxus	reCHARGE acquired brand to build new premium segment of the haircare category in mass channel	Deep consumer insights to ensure go to market strategy sustains customer view of the brand’s premium positioning ($12 vs. channel average of $3) Product, packaging and positioning innovation to support new strategy	$150MM in sales in year 1 Grew the category +3% Created entirely new premium segment of haircare in mass channel
DieHard	reCHARGE growth in brand that was limited to care batteries in Sears retail locations	Developed innovation and partnership pipeline to expand into Alkaline, Power Tools, and Chargers Consumer insight program led to “Powering your life” positioning	Reversed 10% decline into +10% growth Increased profit margins in ancillary products that have a higher margin that car batteries
Professional Haircare Brand	Determine whether reCHARGE or DisCHARGE was the right strategy for the PE owned brand	Brand Potential Assessment fielded to understand the potential of the struggling professional brand Business plan to support a shift from professional to mass channel	Identified the sale of the brand as the most financially attractive option Business plan enhanced brand value for the acquirer
Olay	reCHARGE by introducing breakthrough, premium new form	Created Olay Daily Facials to blend consumer desire for convenience with value-added performance	Quickly achieved nearly 10% market share and continues to be key profit contributor 20 years post launch Revitalized Olay brand and created platform for premium priced innovation
Leading Air Care Brand	CHARGEahead with new technology platform	Identified compelling way to position new freshening technology that was about to be abandoned by client	Achieved record high concept score Highly successful launch, and continues to be a top seller
Dreamfields Pasta	CHARGEahead with venture company to launch healthy carb pasta	Branding designed to remain vital/relevant beyond low carb craze	Full national distribution within 3 months of launch Successfully commanding premium pricing Delivering a profitable, targeted business