With a growing loyal audience, mike’s wanted to understand what made the brand so special to their loyal consumers. Once they understood the heart of their brand, they wanted to know how to best express it in marketing communications.
Kelton’s cultural anthropologists conducted a series of stakeholder interviews to isolate the most resonant aspects of the mike’s brand. Our research directly impacted:
With a newly minted value proposition, package design, and accompanying marketing strategy, mike’s was empowered to gain a competitive edge in an increasingly crowded vertical.