Challenge
THE ASK: REFRAME A STAGNANT CATEGORY TO CREATE BRAND LOVE. From a crowded, limiting masculine association To a refocused brand that compels beyond product, creating a new experience for women with products they care about Crispin Cider captures female drinkers, previously ignored by many of its competitors, by shifting away from masculine imagery that focuses on process and ingredients. Crispin’s ownable positioning and identity celebrates the drinker and her perspective on life.
Solution
Business strategy
Results
Women are buying the brand with increasing loyalty – SALES UP OVER 41%
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