How do you tell the world your product can hop, skip and go naked?
Our client's new product was unique in two ways; it could be mixed with different types of alcohol and the flavors were unlike any other in the market. At the same time, the product presented some challenges; while the margarita and mojito flavor mixers were straight-forward, the rest of the product line was made of unknown flavor combinations (orange/carrot/ginger, peach/mango, etc.). Whatever we did had to include an educational factor. Also, the client had trademarked the mixer names followed by the word "Punch." Our research showed that punch was associated with teens, which was not our client's target market. Finally, the proposed bottle was generic-looking, at best.
We presented our client three strategic options; sell by brand, sell by flavor, or sell by use. The advantage of marketing Punchline by branding was the strength of its product family. The disadvantage was that it was an unknown brand. Flavor offered great flexibility; nonetheless because of naming issues, it would not be easily identifiable at the retail level. Selling by use sent a clear message but it offered little opportunity for cross-over marketing.
Our client chose to sell the product by branding the strength of the product family. The decision was based on our research and input. With that strategy in hand, we set out to develop appropriate product packaging and identity. The result was a cohesive line of cocktail mixers unlike anything in the marketplace. Currently, Punchline Cocktail Mixers is being market-tested in Florida and Washington. Through our recommendations, our client is also in conversations with JetBlue to offer Mojito Punch and Rita Punch aboard.