The product was good and the price was right, but the brand spoke differently on every channel. Young and playful on Instagram, corporate on the site, nothing at all on the packaging. Customers saw three different brands and connected with none of them.
The monthly ad budget was fixed and ROAS was falling. Content was produced independently of the agency, and the approval chain ran through six people.
We boiled the positioning down to one sentence, reset the visual language and tied content production to the brand karat. We cut the approval chain down to two people.
The ad budget stayed the same. The growth didn't come from budget but from concentrating the same budget behind a single message.