HOW DO YOU MAKE A HERITAGE PRODUCT STAND OUT ON THE SHELVES IN A CROWDED MARKETPLACE? CREATE A BRAND WITH A FRESH, MODERN LOOK
BITE BALSAMIC VINEGAR BRAND AND PACKAGING
The supermarket is a crowded place where it’s difficult to stand out on the shelves. Gourmet balsamic vinegar is a product category where most brands take a traditional, heritage approach to the look and feel of the brand. As a new market entry, the brand needed to be eye-catching and different to achieve a connection with non-price conscious buyers in this category.
We investigated similar products with higher price points (wines, oils and sauces) and found a more modern positioning (“not your Grama’s balsamic”) created a sense of higher value and was a standout in this category.