Brand Transformation from Near Death to Market Leader
Brach's fruit snacks was on the verge of extinction, with ineffective branding, little excitement and insufficient critical mass to be a successful national brand.
In just three years, Carter Welch transformed this small, declining consumer brand into a turnaround success, growing from $10 million to nearly $60 million in retail sales in less than 3 years. He developed a complete strategic brand plan, and led near flawless execution of the launch, including co-branding and major licensing agreements. Grocery market share grew from 1% to 22% -- becoming the number 1 brand nationally in its category segment. Retail distribution grew to nearly 90%. The strategy behind the launch led to overall category growth for the first time in over 5 years.
As a result, Ad Age magazine selected Carter as one of its “Top 100 Marketers of the Year”. (Click for article)Learn more...
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