chargel

CHARGEL ENERGY DRINKABLE GEL

When Morinaga & Company, a confectionery leader from Tokyo, Japan, that has been in operation since 1899, approached us about a brand extension, brand viability, and retail marketing test opportunity in 2019, our team was quickly all-in to take this journey with them.

The objective was to develop a new brand identity for In-Jelly, a popular Morinaga drink in Japan, for the American consumer. Our award-winning creative team began by creating and then extensively test-marketing over 20 potential brand identities, product packages, tag lines, brand differentiators, and new brand logos, eventually coming to a consensus on Chargel Energy Drinkable Gel.

During the following stages, excitement increase quickly. Morinaga and our team all knew we had a winner. Now, our team was excited to plant their feet and dig in. Our process began with fine-tuning the new packaging and messaging, creating eye-catching product displayers and point-of-sale marketing materials for the retail test, as well as a new website and social channels, which included custom product photography, usage scenario photography, and video.

By June 2020, our team had created all the marketing materials needed to support the upcoming retail marketing test. We had recently launched a new Chargel website, created ad copy and creative, and had secured geo-targeted media on television, radio, through programmatic display, and on select social media channels.

As campaign materials came together, we began to slowly switch focus to the retail marketing test activities, which would occur throughout Sacramento starting in Aug 2020. We partnered with GameChanger, a local retail test marketing provider with contacts within the area. We outlined the marketing activities that would be occurring to support the retail test, shared when each activity would begin and end, and how each channel would be measured and monitored.

With all the cheese pieces in place, it was time to play. We’re proud to report that the retail test is nearly complete, and though performing retail testing against a COVID backdrop was challenging, it was also successful.

When Morinaga & Company, a confectionery leader from Tokyo, Japan, that has been in operation since 1899, approached us about a brand extension, brand viability, and retail marketing test opportunity in 2019, our team was quickly all-in to take this journey with them.

The objective was to develop a new brand identity for In-Jelly, a popular Morinaga drink in Japan, for the American consumer. Our award-winning creative team began by creating and then extensively test-marketing over 20 potential brand identities, product packages, tag lines, brand differentiators, and new brand logos, eventually coming to a consensus on Chargel Energy Drinkable Gel.

During the following stages, excitement increase quickly. Morinaga and our team all knew we had a winner. Now, our team was excited to plant their feet and dig in. Our process began with fine-tuning the new packaging and messaging, creating eye-catching product displayers and point-of-sale marketing materials for the retail test, as well as a new website and social channels, which included custom product photography, usage scenario photography, and video.

By June 2020, our team had created all the marketing materials needed to support the upcoming retail marketing test. We had recently launched a new Chargel website, created ad copy and creative, and had secured geo-targeted media on television, radio, through programmatic display, and on select social media channels.

As campaign materials came together, we began to slowly switch focus to the retail marketing test activities, which would occur throughout Sacramento starting in Aug 2020. We partnered with GameChanger, a local retail test marketing provider with contacts within the area. We outlined the marketing activities that would be occurring to support the retail test, shared when each activity would begin and end, and how each channel would be measured and monitored.

With all the cheese pieces in place, it was time to play. We’re proud to report that the retail test is nearly complete, and though performing retail testing against a COVID backdrop was challenging, it was also successful.

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