New Product Launch: Vanilla Bean Paste
After triple-digit category growth in 2020 due to Covid-driven, at-home baking, the flavors and extracts subcategory was softening as people’s habits changed. Through subcategory volume, share and pricing analysis I delivered to senior management monthly starting October 2020, I identified a new product opportunity to help the co-op maintain its market leadership position. As the subcategory’s leading all-organic brand, Simply Organic launched an organic vanilla bean paste to drive incremental subcategory usage.
But this launch didn’t stop with a strong, fact-based selling story.
Our launch campaign, “Scoop, There It Is”, inspired target consumers to use vanilla paste for making summer frozen desserts – creating a unique usage occasion for vanilla bean paste and promoting subcategory engagement during an off-peak time of year.
Key areas leadership:
Delivered monthly vanilla subcategory volume and share analysis using syndicated data (SPINs & Nielsen) to senior management
Developed fact-based new product launch materials for Sales team, using syndicated data analysis to communicate the opportunity to drive incremental subcategory usage
Developed launch campaign creative concept
Developed briefs for web copy, recipes and digital assets
Campaign project management from concept to launch
Key results:
Exceeded brand benchmarks for social media engagement and email open rates
