KROGER PRIVATE SELECTION COFFEE | Case Study

Identity and Purchase Decision Tree

CHALLENGE

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.

STRATEGIC SOLUTION

• 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.

RESULT

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.