Details the brand and marketing strategy, which led to the turnaround
Repositioning and digital-first marketing reversed an 8% sales decline to 5% growth, outpacing the category by 1,300 basis points.
Chameleon Collective
The Client
- Company
- Chameleon Collective
- Website
- chameleon.co
- Industry
- Management Consulting
- Headquarters
- US
- Employees
- 101-200
About Chameleon Collective
Chameleon Collective is a transformation consulting firm that embeds interim/fractional leaders, subject matter experts, and recruiters into client organizations to drive change from within. They operate across Brand, Marketing, Experience, Commerce, Sales, and Technology practice areas, serving both corporate clients and PE/VC portfolio companies with a…
The Challenge
Despite creating the natural sweetener category with the launch of Sugar In The Raw in 1970, Stevia In The Raw in 2008 and myriad all-natural sweeteners since, the In The Raw brand was lost. Sales were down -8%, trailing the total category (+1%) and the key competition.
To restore growth, the brand needed to be respositioned with a clear personality and USP. The marketing strategy needed to be overhauled and modernized.
Our Approach
The turnaround began with a comprehensive IRI category analysis and a deep dive into the consumer.
Leveraging those learnings, we developed a new brand strategy, including a differentiated brand promise based on In The Raw's inimitable points of difference - its 50+ year history and unmatched product quality.
With the new brand strategy in place, we modernized the marketing strategy, entirely shifting the A&P spend to digital, paid social, search, e-comm programmatic and podcast and built an innovation pipeline to reflect the new strategy and positioning.
The Impact
The brand and marketing transformation restored sales growth from -8% to +5%, while the category declined at -2%. The +1,300 basis point sales growth increase came with share gains across multiple sub-segments and an increase in average velocity per sku.
On social media, In The Raw went from having no presence to becoming the #2 brand in terms of engagement (7% vs. category average of 1.1%) and #3 in terms of follower count (410k followers.)
Within E-Comm, In The Raw net sales grew from $5mm to $12mm annually with a 3-year CAGR of 49%. New to brand sales increased to 45%. Brand subscriptions increased by 10%.
Across advertising, In The Raw exceeded the KPI targets and outperformed the category average across all critical KPIs, including achieving a 3.3x ROAS.
+5%
sales growth, reversed from -8%
$12M
e-commerce net sales, up from $5M
49%
three-year e-commerce sales CAGR
3.3x
return on ad spend
Practice Areas
Marketing Strategies