Striped Zebra

Brand Audit / Mission & Vision / Brand Purpose / Social Media Strategy

ABOUT

Made by Friends, for Friends, Palm Pouch is a spiked punch made with real fruit juice and all-natural flavors. 

CHALLENGE

To develop a strategic plan for the launch of the new brand and differentiate it from brands in a saturated market.

WHAT WE DID

Any new beverage brand entering the market poses challenges. Palm Pouch was a brand with an established visual identity but hadn’t fully tapped into their brand personality.

We knew before ideating ad concepts, we needed to take the team through a comprehensive brand discovery. After exploring every facet of the people behind the Palm Pouch brand, we were able to establish a clear mission & vision, brand personality, and brand values. 

With just a few months from the launch date, it was time for a think tank session. This is where our team created campaign ideas, as well as actionable steps to deliver a brand that will capture the attention of their target audience. 

Goals:

1. Identify Brand Identity 
2. Ideate Disruptive & Relevant Ad Campaigns 
3. Establish Who is the Palm Pouch Audience
4. Capture Brand Loyalty & Interrupted Awareness 

Positioning:

Palm Pouch is Mixed to 6.5% ABV with premium Sugar-Brew Alcohol, our beverage is only 90 calories, non-carbonated & gluten-free. Their value proposition lies in the packaging making it a resealable, active, and compact choice for the consumer. With the pouch’s resealable top, the drink is meant to be taken wherever you go. Whether that’s on the beach, on a mountain, or at a backyard shindig, drink your pouch there or stick it in back in the cooler for later. 

Tone of Voice: 

• Humorous
• Stereotype Killers
• Entertaining 
• Sustainably Sexy
• Evoke Reactions 

Core Idea:

The mantra “Made by friends, for friends” serves a greater purpose beyond being a fun brand tagline, but the belief and reason for the brand’s existence. Palm Pouch is a seltzer brand created to redefine the drinking experience by creating spike pouches that enable friends to always feel connected to paradise.