SITUATIONAL ANALYSIS
Because Jel Sert had never been in the alcohol space, it leaned on our guidance in structuring the new alcohol brand while we leveraged its experience in the frozen novelties space. Together we worked on defining flavors, ABV, price point, branding, and a go-to-market strategy that would support Jel Sert’s investment.
KEY ISSUES
Sliq Spirited Ice was creating a category. There are three to five national brands in this boozy frozen novelty segment, but no brand had ever focused on a marketing strategy of education and adoption. The other brands created product and placed it on retail shelves without any retail support. The education component, as part of the Sliq strategy, was not only to engage the consumer but more importantly to build relationships with distributors to get the product on the shelf, then educate retailers and consumers of the product attributes in order to turn product.