Red Moon Marketing

Featured CASE STUDY

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THE SITUATION
With the technology to produce the pelletized ice cream product that would stay stable in a retail environment the product needed brand architecture.

THE OBJECTIVE
Red Moon was charged with developing a name, logo, packaging, sales presentation, a website and marketing plans and programs in six months for nationwide roll out for a new beaded ice cream product.

THE SOLUTION
Red Moon built the brand by generating awareness through marketing and sales strategies:
  • Positioning MolliCoolz as the "Coolest Way to Eat Ice Cream"
  • Developing a unique cutting edge sales presentation designed to accelerate sales efforts
  • Taking advantage of competitors' distribution limitations

The tactics included:
  • Unique 3D sales samples to enhance trade sell-in
  • Graphic packaging to appeal to target market – "tweener kids"
  • Interactive web site designed to resonate with product positioning statement
  • Intense public relations efforts designed to increase credibility with frozen dessert category buyers
  • Use of social media to connect with target market
  • Design and production of vibrant trade show booth


THE RESULTS
  • Red Moon’s program and strategy resulted in MolliCoolz presence in over 80 major pro-sport arenas, stadiums, and event entertainment venues.
  • $40 million per year in sales
  • 80% penetration in the grocery market nationwide