Newsletter 1. PSA: No One Gives A Damn About Your Products😣
HEY CONVERSION QUEENS 💸👑
Today, I want to discuss why the right positioning strategy can make you or break you. It may sound grim, but hear me out. Spoiler alert: this lesson is all about saving you from the expensive mistakes Poppi learned the hard way.
SIS, LET’S CATCH A CASE
Not Your Mother's Soda
In case you've been under a rock, Poppi, originally branded as Mother, is a prebiotic soda brand that underwent a significant repositioning journey. Founded by Allison and Stephen Ellsworth in 2015, the product stemmed from a personal need to find a remedy for chronic health issues. The key ingredient, raw apple cider vinegar, became central to its formula and narrative.
The brand initially focused on health-conscious consumers at local farmers' markets in Texas with its "Mother" branding. However, this limited its appeal to a broader market and inhibited its potential growth. The founders recognized the importance of reaching a larger market. To achieve this, they appeared on the reality TV show "Shark Tank" and secured an investment that brought the brand into the national spotlight.
The decision to rebrand as Poppi was strategic, aiming to convey a more vibrant, approachable, and mainstream appeal. The new brand name, packaging, and marketing strategies highlighted not only the health benefits but also the taste, fun, and inclusivity of the product.
POSITION YOUR BRAND TO WIN
1. 💸👑Story Over Product: Poppi’s success underscores the importance of a compelling story. Consumers were drawn to the founders' personal health journey and the authentic creation story of Poppi, highlighting the critical role narratives play in engaging consumers.
2. 💸👑Create Value Beyond Product: The emphasis on health benefits, including better digestion and skin health, positioned Poppi as not just a beverage but a contributor to well-being. This strategy shows that products solving real consumer problems can create more significant impacts and deeper connections.
3. 💸👑Understand the Customer: Emphasize the tangible benefits of your product in your marketing and product development strategies to create a product that addresses consumer needs effectively.
BRANDS THAT MADE OUR SH/T LIST
INCLUDING EVERYBODY WITH SKIMS
Skims proves it’s the sh/t by capitalizing on their partnership & increased engagement with the WNBA with star-studded, female-led, underwear campaign to better position its inclusive “Fits Everybody” line. The need for speed is real, Queens.
DEMOCRATIZING SKIN CARE WITH THE ORDINARY
The Ordinary proves it’s the sh/t with a $2.2B valuation driven by its mission to simplify routines and make quality skin care accessible to everyone at honest prices. And, we're here for the transparency.
LAYING DISTRIBUTION WITH LAID BEAUTY
Laid Beauty (and its Founder, Kaylah Joseph, proves it’s the sh/t by making history as the first 28-year-old entrepreneur to launch a black-owned beauty supply store inside Walmart, while simultaneously retailing the brand on-shelf - wow!
INVEST IN YOUR BRAND, SIS
Thanks for reading, Queen.
