Client: Dr. Pepper/7 UP
Imagery & Branding: latitude
Site Concept, Design & Production: Holotrope
Services Rendered:
- Project Management
- Information Architecture
- Graphic Design
- Database Design, Development & Management
- Copywriting
- Flash Development
- Site Production
- Server Statistic Reporting
- Consumer Insight
When Dr Pepper/7Up purchased the Slush Puppie brand they found themselves in a unique position.
With limited historical consumer and market research and the need to build this brand for the long run, Slush Puppie brand management was charged with gaining clarity on who the actual users for this brand was. The current brand identity had lost some relevance over time and consumer targets were not clearly identified. The brand was in need of an overhaul, which included brand identity, consumer messaging, brand positioning, and all new collateral and point-of-purchase materials as well as the Web site (
www.slushpuppie.com).
To begin revitalize the brand, Slush Puppie worked with their creative agency latitude to begin redefining the physical look and feel of the brand. Both DPSU and latitude had a good idea of who was purchasing this brand. But how could they be sure? They could engage in costly focus groups; however time was not on their side and resources were limited. In addition, to the changes that they were being undertaken, they had the added responsibility of communicating the "new" Slush Puppie to both the public and their distributors within the first 6 months.
Enter Holotrope to help provide the solution. To begin solidifying the brand relevance across all channels, Holotrope designers worked with latitude to ensure that all branding elements were presented in the same fashion as all other brand related materials. the clients charge was simply, "One cohesive approach across all mediums". In addition Holotrope was charged with researching and presenting relevant site features that would appeal to their target audience. Finally, to add additional clarity and solidify who the primary user was, a survey would be designed utilizing specific collection techniques to maximize the amount of both demographic and psychographic information collected. This information would enable them to start building an interactive relationship with their consumers.
The results so far are far better than all involved parties could hope for. The survey collected tremendous amounts of information and the results validated all suspected consumer insights. Additional information was also collected that has provided valuable information for future website features and corresponding offline campaigns.
