The brand was churning through new products launching 30+ new products every year and discontinuing them within a year. They needed a new process that would allow them to gain and keep distribution on new products.

Create a new strategy that focused on fewer, bigger, better launches. The first phase was to identify a target consumer and determine their unmet needs and trends within the category. The second phase the team worked with R&D to identify products that would meet these needs and compared them to competitive products. The last phase was creating a strong sell-in story behind each of the items instead of a catalog of items.

The new HERO product launch was placed in top three customer accounts (70% of the business) for the first time in 5+ years and has remained in distribution for over 3 years. This strategy was implemented permanently and every year since the Hero line has gained distribution.