In 2018, organicgirl introduced an innovative new product into the marketplace – a water beverage made from romaine lettuce that packs a nutritional punch.

Guru worked with organicgirl to explore and test positioning in the market. Determining that the functional benefits where most appealing to the active and athletic consumer, we developed a launch strategy and communication plan to expand share-of-basket among current customers and inspire new consumers groups to try the beverages in key West coast market. We used a test-and-learn digital campaign, coordinated in-store sampling, point-of-purchase, social media efforts, in-studio events, and influencer activation to build interest and trial.