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Cleaning Up The Soap Business

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CASE STUDY:

CLEANING UP THE SOAP BUSINESS

MARKET CONDITIONS:

The soap industry is gigantic. $55Bn of completely commoditized, mature stage, consolidated CPG. Channel wars for traditional grocery and big box distribution supported by traditional consumer behavior.

Every year, a dozen or so incumbent soap

brands tweak their promos and their pricing

before duking it out on the golf course for higher value shelf space in hopes of catching the eyes

of nomadic consumers.

But there’s a modern consumer persona emerging that has grown more natural and health conscious over time. They tend to be conscious of what they put on and in their bodies. (and they also tend to enjoy an active lifestyle…)

The insurgent opportunity lies in a product that can

  • Being a 100% natural product 
  • Perform or outperform incumbents
  • At benchmark prices (not premium) 
  • Get a conversation started…
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BRAND NARRATIVE
We HOOKED the attention of the Rec-extreme athlete psychographic through the arresting propostion of Caffeinated Soap! Before reinforcing symmetry via an array of natural-tribe ingredients.
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Soap Bottles
Aloe ingredient

We strengthened the signal of this narrative by:

  • Diverse formulations that increase basket size while reinforcing narrative
  • Empathetic packaging design that supports lifestyle
  • The quality through a base in science 
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Brand resonance

Community: We integrated with their culture in creative ways
• OCR Event sponsorships
• Niche D2C subscription boxes
• Integrative evergreen content

Loyalty: We made sure to give our customers plenty of variety to encourage return
• Product iteration & product co-creation
• Authentic messaging as sustainability is pursued

Advocacy: And we celebrated them when they shared our story with others
• Seasonal products oriented towards gifting
• Social UGC & niche retail

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results

Dirtybird Energy relaunched in 2022 and has been growing ever since. With revised packaging and improved formulations, the brand’s position and social proof has been helpful for gaining traction in grocery.

 

As the brand generalizes slightly to a positioning tuned towards the broader athletic lifestyle, the close bonds forged within niche athletic support are proving invaluable as advocacy spreads into other communities.

No one has gotten the brand tattooed on themselves yet (that we know of) but 200% YoY growth ain’t bad either…

We Grow Brands

How Many Got That Brand Tattooed?

How Many Got That Brand Tattooed?

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CASE STUDY:

HOW MANY GOT THAT BRAND TATTOOED?

MARKET CONDITIONS:

As Cannabis legalized in Canada, regulatory complexity gave an early market advantage to large-scale, well funded licensed producers who were well-equipped to navigate the highly convoluted paths to market in the first round.

The result in market was an over-supply of low-quality high-priced cannabis that lacked approachability for many emergent consumers, while coming across as completely inauthentic to the high-value, daily use consumer segment.

Having forecasted such conditions well ahead of time in The Pot Apocalypse, Indelible had been preparing several brand narratives tuned for connecting with the disenfranchised culture carriers left behind by the madness of the green rush.

Atlas Growers represented a perfect opportunity to bring such a narrative to life.

  • State-of-the-art grow facility
  • Agile & innovative corporate team
  • Culturally authentic grow team
  • World class, top quality OG weed
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BRAND NARRATIVE

We told a story that mirrored the disenfranchised target’s disdain for the current state of legal weed.

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We created emotional symmetry by aligning their desire for better weed with an altruistic storyline about ‘preserving the diversity of cannabis by growing the most iconic genetics’

We strengthened the signal of this narrative by using the street names for our genetics as opposed to branded strains.

And we joined the bleeding edge of cultural dialogue by engaging on terpenes
Justified our legal status by celebrating the quality through science

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Brand resonance

Community: We integrated with culture in creative ways

Loyalty: We made sure to give our customers plenty of things to remember us by

Advocacy: And we celebrated them when they shared our story with others

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results

Natural History The brand quickly gained a reputation among bud tenders –Critical influence in buyers journey– achieving skyrocketing growth as the story caught on first in Alberta, then BC and Ontario.

Thanks to the lean approach and durable relevance, Natural History supported Atlas’ growth to becoming one of the industry’s first cash flow positive producers.

Oh ya, and did we mention? Ten different superfans have had the brand tattooed permanently onto their bodies! (…and counting!)

We Ignite Advocates

Cleaning Up The Soap Business