Market Research:
Reclaiming Relevance for a Leading Drinkware Brand

Industry: Drinkware, CPG
Channels: Social Media, Search, Influencer Partnerships
February 2023 - January 2024

The Challenge: A once-leading drinkware brand faced declining sales as competitors like Stanley and YETI surged in popularity. The brand was perceived as outdated and struggled to connect with its primary target audience, Gen Z females, who value individuality and self-expression.

Winning Approach: To tackle the challenge, a comprehensive analysis was conducted using social listening, search insights, and sentiment analysis. The methodology included:

• Social Listening: Monitored conversations across platforms like TikTok, Reddit, Pinterest, Twitter (X), and Instagram to gauge consumer sentiment, identify trending topics, and understand the competitive landscape. The analysis revealed that the drinkware brand had the highest positive sentiment at 56%, largely driven by its functionality and design.

• Sentiment Analysis: Evaluated the brand's positioning against competitors, focusing on both positive and negative consumer feedback. This analysis highlighted that while the drinkware brand enjoyed strong positive sentiment, competitors like Stanley faced criticism over issues like product safety and durability, presenting an opportunity for differentiation.

• Search Insights: Analyzed search volume trends, focusing on product-specific searches and competitor comparisons. Despite a slight decline in search volume for ""brand” sale," the brand maintained strong interest in larger-sized products like the 40 oz bottle. This guided the development of search strategies that emphasized the brand’s versatility and alignment with outdoor activities.

Armed with these insights, the brand’s strategy focused on leveraging its positive sentiment and addressing competitor weaknesses:

• Expanding Influencer Partnerships: Collaborated with influencers who resonated with Gen Z, particularly on TikTok and Pinterest, to amplify brand visibility and reinforce its positive image.

• Emphasizing Product Benefits: Highlighted the brand's ability to keep drinks cold, its leak-proof design, and its affordability, directly addressing the pain points associated with competitors like Stanley.

• Optimizing Search Strategy: Refined search ad copy to focus on product versatility and outdoor adventure themes, aligning with consumer interests and driving higher engagement.

Key Insights: The drinkware brand's positive sentiment and influencer-driven strategy were critical to its recovery. Addressing competitor weaknesses and aligning search strategies with consumer interests allowed the brand to reclaim market share and reassert its relevance in a competitive landscape, particularly among Gen Z consumers who prioritize individuality and quality.