PROJECT SKILLS:
Product Innovation
Agency Direction
Research and Insights
Brand Strategy
Interproject Dependencies
Merchandising Design
GoGo SqueeZ Puddingz
The task: innovate an indulgent subline in territory GoGo squeeZ has never ventured before; sweet treats to create an incremental consumption occasion. Maintain “better for you” brand image while also appealing to a new category demographic; in other words, shout “we’re doing something NEW!” while still staying true to the brand.
The work: Developed in tandem to the brand redesign on an accelerated timeline, we launched the new Puddingz subline with two core flavors. Core character Bessie the cow was restyled to fit the brighter, more textured pudding landscape, flavor imagery was highly emphasized to play up taste appeal, and the architecture was structured with new flavor innovations in mind. A full suite was built, including trial sizes, club packs, and in-store merchandising vehicles to drive awareness at retailers.
The results: $5.2M add to Net Sales, and placement outside the fruit sauce aisle by several retailers, expanding both the company portfolio and shelf presence.
