Melo
The brand, in one sip:
Calm, clarity and confidence in a can.
The job to be done:
We partnered with Melo to support the founder through the start-up phase, sharpening brand positioning, auditing core channels and establishing stronger internal structure. We provided fractional marketing support and led major brand activity including US retail launches, packaging updates, community events and content planning.
Scope: marketing and website audit. Brand positioning and identity. Fractional marketing support. Strategic leadership across key brand activity.
The Solution:
Create brand messaging and product USPs that speak directly to the health zeitgeist of LA, tapping into millennial and Gen Z consumers who are wellness obsessed and heavily shaped by celebrity culture and trends.
It was equally important to educate consumers on the health benefits of kava, the taste profile of Melo, and the alcohol-alternative promise: no cognitive impact, no hangover. Same calm and confidence.
01.
A clear brand vision.
Normalise a world where we unwind differently. (A world where we experience the same calm and confidence as a glass of wine, without the trade off. No negative behavioural changes, no hangover, no brain fuzz, no calories.)
02.
Lay the foundations.
We set business and marketing goals and metrics of success. We set up a marketing strategy, content pillars and planning, storytelling strategies, and marketing campaigns to rollout across our owned and paid channels.
03.
Create internal structure.
What’s a marketing strategy without internal documentation and structure to manage its execution? Here we introduced essential processes, including a custom Go-To-Market Template for the team to follow when launching products and campaigns, a Storytelling & Content Calendar, and a Profitability Calculator to support the team to make commercially-sensible decisions when planning sales and promotions to hit eCommerce revenue targets.
04.
Support the launch into key US retailers: Amazon and Pink Dot.
The brand looked promising from day one. The non-alcoholic functional beverage category dominates American FMCG, but even so, you only get one shot to make it right. We supported the Melo founders with in-store messaging, launch marketing, community event planning and all briefs required to get Melo moving off the shelves at Pink Dot stores and online at Amazon.
