Problem
After 10 years, the wine brand FitVine had a passionate cult following but was struggling to maintain the momentum and keep growing.
Insight
While FitVine had stayed the same, the world of fitness and its followers had shifted their focus and source of motivation from elitist performance, to inclusive play.
Solution
With a new audience segmentation, positioning and innovation strategy, we transformed FitVine from a stale and serious fitness brand to a fresh, inclusive, playful one.
Results
The refresh (brought to life via marketing and packaging) successfully captured the hearts and minds of new consumers while staying true to what core fans loved, leading to over 200% YOY sales growth and the brand listed in Nielsen's top 25 fastest growing retail brands of 2020.
Team
Strategy: Yours Truly
Creative Agency: Interact