Rebel Rabbit

High Seltzer

Sales grew 267% within the first quarter of implementing an integrated marketing plan.

Read on to Learn How

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1. Project Identification

Project Name: Rebel Rabbit Product Repositioning and Marketing Restructure
Client: Rebel Rabbit
Term: December 2023 – March 2024

2. Project Objectives

  • Reposition the product to identify a winning sales pitch.
  • Triple the brand’s organic reach.
  • Develop and optimize the e-commerce ad library.
  • Create an integrated marketing plan for the 2024 calendar year.
  • Streamline and automate company-wide e-commerce & wholesale marketing efforts.

3. Scope of Work

Strategy

Conducted a comprehensive analysis of market trends and consumer behavior to develop a sales pitch that resonated with the target audience. In this case, we tailored our communication strategies to match our most prevalent audience on each of our social media channels.

Marketing Strategy

Enhanced brand visibility and recognition using organic content strategies across digital platforms. After months of testing, we developed monetizable lifestyles that guide our creative direction & decision-making moving forward. 

Product Strategy

Aligned product attributes with consumer needs, highlighting market differentiators. It turns out, we were saying too much of what didn’t matter and not even touching what mattered to the consumer. 

Distribution Strategy

Created a dynamic ad library to support responsive advertising, ensuring consistent brand messaging and rapid cross-channel testing.

4. Execution

Key Actions Taken

Revamped marketing department from A to Z, with a key focus on product positioning, customer communication, identifying monetizable lifestyle categories, and developing a frictionless purchasing funnel. This resulted in completely restructuring organic and paid social, the company website, email & SMS flows, and future product innovations.

Challenges and Solutions

We needed to optimize our budget to acquire the data necessary to answer the following question accurately:

  1. Who is buying our product?

  2. Why are they buying our product?

  3. What are they doing with our product?

  4. How frequently are they purchasing our product?

  5. How are we communicating the following benefits to our customers? 

Deliverables

  • Bi-weekly strategy sessions to align on goals & objectives.
  • Enhanced pre-production schedule
  • Enhanced launch distribution schedule
  • Advised paid advertising strategy
  • Advised product development strategy & live activation strategy
  • Re-developed website, media library, and the storing/utilization of first party data

5. Results

Feedback

"Our biggest problem was Ad campaign optimization. Teddy helped us uncover more weaknesses and pain points in our operation that we wouldn't have seen otherwise."

Outcomes

A 30% increase in sales was achieved within the first month of implementation, enhancing an already robust product line.

Impact on Client

The initiatives spurred ongoing sales growth and solidified Rebel Rabbit’s leading market presence, allowing the company to leverage product innovations to enhance the lives of their existing and emerging customer base. 

7. Credits

Strategy and Implementation: Giard & Co.

Production: Giard & Co.

Digital Ad Partners: Pinkberg

Shopify Partners: Bonshore

Email Marketing Partners: MKTG RYTHM

8. Conclusion & Learnings

The campaign demonstrated the effectiveness of strategic repositioning and targeted marketing in boosting Rebel Rabbit’s sales and brand reach.

Future Implications

These effective strategies will steer future campaign and product development efforts, supporting wholesale and e-commerce growth.

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