In 2023, R.W. Knudsen was positioned no differently from its competitors. Consumers saw all organic, premium juices as the same and viewed the brand as "traditional" and "stodgy," often struggling to pronounce its name. Insights from our Craveable Brand process revealed that consumers craved emotional nourishment and support due to overwhelming expectations.
We repositioned R.W. Knudsen to celebrate progress over perfection, promoting a modern approach to wellness. The "UR KRUSHING IT" platform positioned the brand as a leader and embraced its pronunciation challenge. The campaign showed wellness enthusiasts that R.W. Knudsen supports and celebrates their small steps towards better physical and mental well-being.
