Case Study: Reinvigorating the All Sport Brand

Client:

Monarch Beverage Company (2001)

Assignment:

In August 2001, as part of the Federal Trade Commission agreement for Pepsi to purchase Quaker Oats, All Sport Body Quencher was purchased by Atlanta-based international beverage company The Monarch Company, Inc. In less than a year, Monarch re-formulated the All Sport brand to be non-carbonated, introduced eight new flavors and created consumer and trade marketing programs including sponsoring the United States Postal Service Pro Cycling Team. The company turned to Jackson Spalding to reinvigorate the brand and return it to growth.

Strategy/Implementation:

We needed to quickly re-introduce the new product to consumer and trade markets via the media to increase market share. Our aim was to create a media blitz around All Sport with the relaunch to renew excitement for the brand and to create “buzz” around the product for the bottlers distributing All Sport. Our strategy was to communicate a steady stream of announcements to national, trade, consumer and local media to legitimize All Sport in the eyes of media, bottlers and vendors. Other steps taken to relaunch the product included interviewing key executives to assess goals and positioning statements, developing a Monarch corporate brochure for investors, bottlers and media highlighting All Sport as a flagship brand, distributing a Monarch press kit to be used with investors and media, drafting key messages and media training product spokesperson ahead of the relaunch, and analyzing competitor websites to compare positioning and outlining suggestions for future All Sport website.

Results:

The relaunch story was well received by the media in local, national and trade outlets. The client went on to remarket the materials we provided to them to investors, bottlers and vendors via reprints and the Monarch website. The company was able to go into its sponsorship of the USPS Pro Cycling team with a strong, well-received brand.