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Embracing the Unexpected

The Challenge

A sausage company with flavor was born out of a desire to do things differently — using creativity and imagination to come up with unexpected combinations. They had a steady vision for who they are as a brand … but they came to us to help them understand sausage super fans, in order to be able to connect with them in a compelling manner.

The Approach

To truly understand lovers of this brand, we wanted to do more than just ask them questions; we wanted to deeply immerse ourselves in their overall food world. To genuinely connect with Upbeat Food Explorers on the West Coast, we did online ethnographies, cooked with groups of guys at their homes, hosted Iron Chef-style cooking extravaganzas … and went shopping with our guys to understand his favorite brands and his cooking inspiration. From there, we brought the heart and soul of these meat-heads to life through an documentary style film and and an engaging debrief that brought them into the board room, allowing cross-functional teams to feel close to this audience.

The Impact

As well as helping cross-functional teams really start to understand their audience, we helped the brand set strategic guardrails for the future — working with them to understand potential territories to play in that stay true to their brand … while linking to the everyday wants and needs of these sausage lovers.

Case Studies

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Breakthrough Innovation

With that, one of the pioneer brands in the kombucha space needed help seeing into the future. To grow the category, and define what the gut health space has the potential to become, it needed to first reimagine its portfolio strategy—from product centric, to needs driven—and then craft its pipeline for success.

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Refreshing a Leading Drinks Brand

Once upon a time, a leading Mexican drink brand was the ‘main character’ on the shelves of Mexican homes and bars, but lately, it had lost its way and become a ‘side show’ to Tequila and Mezcal.

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The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below. 

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Stay Up To Date

The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below.

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