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Mountain Dew Is Bringing Back the “Mountain” Coming from hillbilly Kansas, I’ve got a unique connection to Mountain Dew. The original drink wasn’t just a soda; it was intended as a mixer for moonshine. Created in the 1940s, it was born in the Smoky Mountains and marketed with a hillbilly-themed logo and branding - a far cry from what we know as Mountain Dew today. The brand has undergone multiple transformations over the decades, moving away from its moonshine roots toward a more mainstream appeal. In 2009, PepsiCo rebranded it as “Mtn Dew,” opting for a modern, edgy look and dropping the “Mountain.” The idea was to capture a younger audience by marketing it as an energy-boosting soda, similar to the positioning of energy drinks, using its high caffeine and sugar content to appeal to gamers, thrill-seekers, and extreme sports enthusiasts. This aggressive stance kept the brand relevant in the crowded beverage market for a time, especially as the energy drink category grew. However, as consumer tastes shifted toward "better-for-you" beverages like sparkling waters, hydration drinks, and functional beverages, Mountain Dew started to lose some of its fizz. Beverage Digest recently reported a 7% decline in North American sales during the first half of 2024. Mountain Dew’s decision to bring back its full name is a calculated move to reconnect with its history. The new logo evokes the brand’s original rustic appeal while modernizing its look to appeal to today’s consumers. It also acknowledges a shift in consumer behavior; as people increasingly seek authenticity and simplicity, brands that lean into their heritage can stand out in the marketplace. PepsiCo is signaling that it’s ready to shed the “extreme” image and embrace a broader identity rooted in nature and tradition. By doing so, they hope to win back longtime fans who may have drifted away and attract new consumers who prefer brands with authentic stories and strong ties to the past. Mountain Dew’s evolution is a case study in how brands can adapt to changing consumer landscapes while retaining their essence. With PepsiCo now forecasting only low single-digit growth for the year, it’s clear the company must do more than just innovate - it needs to rejuvenate its established brands. For companies dealing with sales declines, sometimes going back to the beginning is the best way forward. At Havas Edge, we recognize that for brands, evolving to meet current market demands doesn’t mean abandoning what made them great. It’s about striking a balance between embracing heritage and driving innovation. #MountainDew #Rebranding #ConsumerTrends #BeverageHistory #PepsiCo #BrandStrategy #NostalgiaMarketing #EconomicOutlook #MarketingInsights 

Bubly Burst exemplifies the importance of catering to consumer demands in driving success within the beverage innovation sphere. PepsiCo's clear understanding of consumer desires for healthier beverage options without compromising on refreshment has led to the creation of a product that fulfills these needs while opening avenues for significant growth in both volume and value shares. It is interesting to see how this strategic approach underscores the company's commitment to delivering products that resonate with today's health-conscious consumers while capitalizing on market opportunities for expansion and success.

Non-alcoholic beverages are more popular than ever. But in such a crowded space, how do you stand out? Enter Ghia. Founded by Melanie Masarin, a former Glossier executive, Ghia launched in mid-2020 and has grown an astounding 77% over the past year. How did they achieve such impressive growth? Let’s break it down. 1. Visionary Leadership: Melanie brought her experience from Glossier to Ghia, infusing the brand with a keen sense of aesthetics and a commitment to quality. Her vision was clear: to create a chic, non-alcoholic apéritif that would appeal to a broad audience. 2. Commitment to Quality: Ghia uses only natural extracts and juices, avoiding artificial flavors and ensuring a premium product. The reformulation process was meticulous, focusing on enhancing flavor stability and clarity without compromising on taste. 3. Strategic Branding: Ghia's ultra-chic branding, designed by Willo Perron and Brian Roettinger, created an Instagram-friendly product that consumers couldn’t resist. The stylish, ribbed bottle design and evocative "Clear Eyed & High Minded" tagline helped Ghia stand out on shelves and social media alike. 4. Customer-Centric Approach: By leveraging customer feedback, Ghia continually refined its products to meet consumer needs. This approach not only improved the product but also built a loyal community of fans. 5. Inclusivity and Accessibility: Ghia's mission centered around inclusivity, making their drink accessible to everyone, including pregnant women and those in recovery. By lowering the price and increasing servings per bottle, Ghia made their premium product more affordable. 6. Smart Market Positioning: With a strong presence in both online and offline channels, Ghia tapped into the growing sober-curious movement. Their strategic partnerships and placements in high-profile venues and events boosted visibility and credibility. Ghia is not just a beverage; it’s part of a lifestyle that resonates with today’s consumers. By focusing on quality, branding, and customer experience, Ghia has successfully carved out a niche in the competitive beverage market.

Brands do lots of things, but one thing all great brands should do is work hard to be culturally relevant. This is another example – plant-based food and dairy alternatives being others – where the cultural and behavioural change was already happening, but it needed a challenger brand to accelerate the segment or category from niche to mainstream. Alcohol-free would have happened without Lucky Saint. There were, and are, other brands but they just did not quite have the same chutzpah! Lucky Saint | B Corp™ read the runes and produced a brand concept that rode the waves of this journey to drive category penetration faster and deeper. This is always delivered though a heady cocktail (alcohol free no doubt) of insight, foresight, vision, innovation, obsession with product quality, great brand building, a distinctive identity, strong marketing and communications, effective go-to-market activities, working the details, investment, sweat, tears and some luck. But... the one element that propels a brand to the top of any segment and makes winning possible is THE BRAND. Without brands like Lucky Saint’s the journey to mainstream happens slowly or remains a niche. It is what brands do - uniquely. Read more: https://lnkd.in/ebGZKeWB #WhatBrandsDo #BrandInnovation #BrandBuilding #Marketing

In the evolving landscape of the wine industry in 2024, I have been asked to discuss strategic consumer engagement for prominent wine brands. Emphasizing clarity and tangible investment returns is paramount for reinvigorating brand success. In rebranding it is essential to focus on the current market trends and consumer preferences instead of past successes. Focus on actionable strategies based on real-time data. Brand owners may offer a “sneak peek” that is exciting, yet the downstream route to the consumer requires that we prioritize concrete solutions to address a brand’s decline in sales. How can we adapt to changing consumer behaviors effectively? That’s the question. Understanding insights is crucial, but we need a solid action plan to revitalize a brand’s image. Brand owners should strategize for sustainable growth beyond just showcasing research. Rather than teasers, delve into practical steps to reposition a brand in the market. How can brand owner’s differentiate themselves and engage customers authentically? Shift the focus from “anticipation to action.” What innovative marketing approaches can you implement to reverse the decline and reignite interest in your brand? It’s work. It’s why it’s called that! #brandbuilding #wine #lovemarks #CPG

The power of branding explained by White Claw: The number one hard seltzer brand reinventing flavored seltzer.   Seltzer or carbonated water isn't new - brands like San Pellegrino, Orangina, Topo Chico, Peñafiel; have been around for centuries - but when it comes to flavored seltzer (not to be confused with soda) there're different sources citing 40+ years of innovation since the Original New York Seltzer company launched their product line. No artificial flavoring, non-caffeinated, and no artificial coloring – a winner!   Circling back to White Claw, why is it such a newsworthy conversation? Well, they recently launched their non-alcoholic hard seltzer (just seltzer?) and some avid seltzer enthusiasts have been diminishing this product line.   Claiming something is 0.0% when you found success with alcoholic beverages – and even putting out in the market stronger versions – is bold, strategic, and customer centered.   White Claw saw a gap in their portfolio; the brand has been praised for their original and tasty flavor combinations, but they were missing targeting non-drinking population (by whichever means and reason behind it) that was excited by the lifestyle behind drinking White Claw. Beacuse, YES! White Claw founded its success by developing interesting storytelling for their products and allowing consumers to create communities behind it. This product launch is a win for the brand, even when memes, jokes, and stand-up comedians are flooding the internet with biased (mis)information. #ProductInnovation #WhiteClaw #HardSeltzer #FlavoredSeltzer #BrandManagement

Mr. Beast and Logan Paul are set to turn their new venture, Lunchly, into a billion-dollar brand. But the question is—at what cost? The kids' lunch market has been ripe for disruption. I mean, I remember eating the same Lunchables that are still on shelves today—over two decades ago! With Kraft Heinz doing over a billion dollars in sales annually from Lunchables alone, it's clear this space has massive potential. Now, enter Lunchly, created by MrBeast, Logan Paul, and KSI. Here's my take: What I Like About Lunchly: 1) Less sugar compared to Lunchables—a positive shift in a market where kids' nutrition often gets sidelined. 2) Innovation Flexibility: Lunchly isn't tied down by the legacy structure of a giant like Kraft Heinz, giving it room to experiment. What I Don't Like: 1) Minimal Differentiation: The products are almost identical, with two key swaps really driving the difference in sugar/overall macros—Capri Sun replaced by Prime and real cheese instead of a "cheese product." While that sounds promising, real cheese (low-moisture part-skim mozzarella) could be a shelf-life challenge, potentially lasting only 3 months when refrigerated. Logistics could be tricky here so I hope they have that figured out. 2) Missed Opportunity for True Innovation: Lunchly could have been a game-changer by creating a truly "better-for-you" option. How about ditching vegetable oils or creating a protein-packed crust or protein nachos? As a parent, I'd gladly pay a premium for a higher-protein, higher-quality meal option for my kids—especially to support creators like Mr. Beast and Logan Paul. That said, this brand will undoubtedly dominate the space and has everything in place to succeed. I have the utmost respect for those Mr. Beast, Logan, and the whole Congo Brands team. I just hope they take it a step further and innovate beyond nostalgia—bringing real nutritional value to kids' meals. The potential is there. Now let's see if they seize it. 🔥 https://lnkd.in/gNyVAe-E

It feels good to have helped give cottage cheese a better name. I grew up in the Midwest, where cottage cheese was a staple at many family dinners. But over the years since it essentially fell off the map, becoming more of a commodity sold in big tubs by big brands — there was nothing 'cool' about it. Enter Jesse Merrill and his team, who had a vision to disrupt the space by making a cottage cheese that was healthy, protein-packed, and made with clean, organic ingredients. Basically a cottage cheese you'd actually want to eat. Together with Carl Jonsson and Patrick Triato, we helped them develop a trademarked name, brand identity, and initial packaging design before their initial launch at an industry trade show. The response at that first show set them off on an incredible path, leading to investment from General Mills and their first major PO. Fast forward almost ten years, and cottage cheese is finally cool again. The brand's visual identity has evolved since those early days, but the Good Culture name remains. You can still view some of our original work here: https://lnkd.in/gkEx-eKy: This is why it's so rewarding to work with young brands and companies, where good creative can make a real impact on their future. Check out the full article below: https://lnkd.in/gUMXbvuV #branding #brandidentity #cottagecheese

Hey besties! 💜🍋 The Swoon team is thrilled to announce the launch of our new Bestie campaign, celebrating Swoon as the beverage consumers love that actually loves them back, like a true bestie should. 🫶🏼 Read our press release below for more Swoon-worthy updates around the campaign, our new packaging and even tastier formulations! https://lnkd.in/ev2TtR4a #Bestiecampaign #newcampaign #sustainability #newlook

Unearth the Magic of Grüvi. Step into the world of Gruvi, a brand that's not just disrupting the non-alcoholic beverage industry but is revolutionizing it with its rapid growth and innovative approach. Since its inception in 2019, Gruvi has experienced an impressive escalation in its market presence, now boasting over 2000 retail locations across the U.S., Canada, and Australia. This significant expansion, supported by a recent $2.0 million seed funding, showcases Gruvi's dedication to scaling its production and enhancing product innovation, particularly evident in their bold and exciting Discovery Series. Gruvi's branding strategy is as unique as its products. Their social media approach is a game changer, engaging audiences with authenticity, wit, and a touch of whimsy. Their storytelling isn't just about selling; it's about creating a narrative that resonates deeply with their audience, building a community of loyal followers. This commitment to authentic engagement is a cornerstone of their brand identity. The diversity of Gruvi's SKU is commendable. They offer a variety of non-alcoholic beers and wines, each thoughtfully crafted to cater to a broad spectrum of tastes. From their Mocha Nitro Stout, a pioneering product in the North American market, to their Juicy IPA, and their award-winning Sangria, Gruvi’s offerings are more than just beverages; they are experiences that align with the overall brand narrative. But Gruvi's mission extends beyond offering alcohol-free alternatives. They are deeply committed to creating an inclusive community and promoting a healthier lifestyle. This commitment is reflected in their conscious effort to address environmental concerns. While their trendy, healthy, and authentic-tasting beverages have been well-received, there is a growing emphasis on sustainable packaging solutions, aligning with the global shift towards environmental consciousness. In essence, Gruvi is a brand that combines quality, value, engagement, and connection, while also being environmentally mindful. They've established themselves as a leader in the industry, inspiring others with their commitment to authenticity, innovation, and sustainable practices. So, what can businesses learn from Gruvi? Think beyond just selling products. Build a narrative, create a community, diversify offerings, stay coherent, and be environmentally conscious. In a world where authenticity and sustainability are increasingly valued, brands like Gruvi that exude these qualities truly stand out. Reflect on your brand: How can you incorporate these insights into your business strategy?