Pyure, the fastest-growing independent sweetener company in the country, engaged Ideabar for a 3-year integrated branding and media AOR. Our integrated marketing strategy is designed to achieve dominance in the sugar substitute category, and positioning the brand for expansion is underway. While embarking on a deep strategic rebrand, we picked up quick wins with an integrated media strategy utilizing improved and adaptive creative assets that generated an Amazon revenue surge of 227% YOY and 12% MOM. A data-driven rebrand led by Ideabar’s CPG branding team was informed by insights gained through competitive analysis and brand perception studies. Our CPG brand strategist and CPG creatives built a new verbal and visual identity system that was expressed in new pack designs and a new positioning that tested significantly higher on intent-to-purchase benchmarks.
An integrated media strategy designed to increase awareness and drive e-comm sales while protecting retail sales resulted in immediate revenue and beat Amazon ROAS benchmarks by 2x for CPG sugar substitutes and 1.3x for pantry products. Pyure’s new hazelnut spread leapt to No. 1 in Amazon search. And we exceeded all Google benchmarks for relevant e-comm by 95%. After just the first 2 months, our media strategy is on pace to grow e-comm 3x YOY. Ideabar’s integrated media team used a multi-layer approach to follow the consumer throughout the funnel, focusing on performance-based tactics that supported a full suite of ASINS on Amazon, and balanced by upper-funnel awareness tactics during key time periods.