KROGER PRIVATE SELECTION COFFEE
IDENTITY AND PURCHASE DECISION TREE CASE STUDY
One of the largest U.S. supermarkets needed solutions for their private brand of coffees in the $4.5+ billion segment. This decision came during a flat sales trend related to increased coffee consumption away from home. Kennedy Creative was tasked to perform a category and brand audit to determine solutions for improvements in brand recognition, customer acquisition, assortment selection efficiency, and overall sales.
- Brand audit and ratings analysis revealed packaging and messaging deficiencies on shelf.
- Packaging redesign included brand identity rejuvenation of packaging, imaging and messaging.
- Decision tree plan included distinct assortment messaging, assortment consolidation, and revised merchandising planogram strategy.
Revised package design improved brand identity and perception with consumers. Better packaging information hierarchy along with a revised merchandising and shelving planogram strategy made it easier to identify and select a wider range of the brand assortment. The national chain adopted Kennedy Creative’s messaging strategy and continues to use it across the category a decade after the relaunch.