Brand Management/Staffing

Solution:

SAGE filled the void by providing an interim Brand Manager to lead all aspects of brand planning and strategy, including new product development, advertising, consumer promotions and retail merchandising support.

The highlight of the marketing plan was the creation of an in-and-out seasonal product strategy (featuring four new Rold Gold dipped pretzel SKUs available at Christmas, Valentine’s Day and Easter.

Challenge:

Frito-Lay, worldwide snack food leader, experienced a hiring freeze. The Rold Gold pretzel brand was left without personnel to manage the brand, leaving a significant void during the critical stages of annual marketing planning and leading to a decline in product sales.

Result:

The integrated marketing plan developed by SAGE helped reverse the Rold Gold volume trend from -8% to +4%.