Optimizing brand equity to drive growth across product lines.
Zing Zang, the dominant player in the Bloody Mary mixer category, is an award-winning brand loved by consumers and bartenders for its bold, no-nonsense flavor profile. Despite this success, the brand’s other drink mixers and Ready-to-Drink/Serve 4-packs struggled to achieve comparable brand loyalty and sales performance.
Our objective was to revitalize the total trademark portfolio offering, with a specific focus on rejuvenating the Non-Alcoholic Cocktail Mix and RTD/RTS lines. Simultaneously, we needed to optimize the flagship Bloody Mary packaging to maintain core consumer loyalty. Through iterative design exploration and multiple rounds of consumer testing, we developed a modernized logo and design system that enhances taste appeal and communication.
Our data-driven approach resulted in a 7-point increase in purchase intent, enabling Zing Zang to capture additional market share from key competitors such as Tres Agaves, Mr & Mrs T’s, and Jose Cuervo. This strategic packaging refresh positions the brand for accelerated growth across its entire product portfolio.
