With founder Kate Spade no longer at the helm, the design team was relying on history and retailer demands as a guide to create new collections. By digging deep to find the true fantasy of the brand and answering real and relevant consumer needs, we helped to set a new course for the brand.
Gatorade invented the sports drink. But after 40 years, the sports drink category is packed with me-too competitors stealing share. We helped Gatorade find their competitive edge again by meeting the evolving needs of serious athletes.
How do we improve sales for a product that is in three declining categories? Consumers just weren’t all that enthralled with pizza anymore, were ordering less delivery and even the dinner occasion had seen a sharp decline in favor of snacking and late-night eating.