Alter Eco wanted to launch a new product category (granola) and new chocolate product but only had resources to develop one.
I worked with the existing comanufacturer to understand what products they could already make. Then I ran consumer testing to figure out how to deliver a new product benefit with an existing recipe.
The result was the most successful launch in brand history. Nearly 12 million paid media impressions: 19x ROAS on Truffle Thins and 13x ROAS on Granola. Over 2 billion earned media impressions (UVPM) from >60 articles in a quarter.
