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Problem
In the fiercely competitive Ready-to-Drink (RTD) market, led by major players such as Whiteclaw and High Noon, standing out demands both innovation and strategic branding. In 2023, the creators of Cape Tide Hard Tea approached Method1 seeking assistance in launching their new hard iced tea product.
Behavioral Insight
Recognizing the influence of social proof and the importance of getting on the map in the brand’s inaugural year, we started by crafting a brand narrative centered around four longtime friends enjoying summertime together. This relatable storyline tapped into consumers' desire for authenticity and camaraderie, elevating Cape Tide beyond just another beverage brand.
Solution
We began by selecting the name "Cape Tide," to reflect Cape Cod's beach culture for our Massachusetts launch. The name honored the brand's origin and added authenticiy.
Our packaging used vibrant colors, bold typography, and eye-catching graphics to reflect a summertime theme all of which were echoed on the website and in our content and social strategy.
Given the power of fluent devices in CPG products, we introduced 'Alfie the seal' as the brand’s playful mascot to embody Cape Tide’s core values.
To create a strong foundation, Cape Tide initially focused its launch efforts exclusively on Cape Cod, Massachusetts, where it built a loyal customer base through sampling and a local community presence. By targeting a smaller geography marked by summer travelers, Cape Tide garnered brand advocates who would recognize (and purchase) the brand as it expanded to additional markets.
Results
- 250 new stores
- 5x production increase
- Made distributor’s premier product list
- Awarded Gold Medal by RTD Magazine
Cape Tide's launch surpassed expectations, expanding to 250 stores and increasing production fivefold due to high demand. The social strategy achieved all key performance indicators, with Instagram followers tripling the owners' initial goal for the first year. Named one of its distributor’s premier products for 2024
Client Testimonial
“In just four months, Method1 developed a complete brand identity, packaging and social strategy that allowed us to stand out at shelf. Without this new brand identity, we would never have been so successful in our inaugural year.”
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