Stok Cold Brew
Stok Cold Brew
Acting like a start-up inside a large CPG company is no easy task. Through the courage to create a new model for innovation alongside the talented Eric Winslow, we asked ourselves "what if?" and showed how big can do small.
Making coffee shop exclusivity available to all.
Inside Danone, a mega-CPG corporation focused primarily on the dairy category, a passion project was ignited by a lone R&D scientist. He had stumbled upon a cold-brew coffee recipe that was slowly generating buzz throughout the organization.
Management agreed to take a chance on launching a single-serve version of the java but was treating the line almost like a start-up, supporting the brand with a barebones budget and nominal resources. We needed to build a differentiated brand -- having no coffee credibility and no real story -- just the name STōK.
Chasing a giant green mermaid
We spent time analyzing our biggest competitor, the giant green mermaid, and were able to unearth a significant opportunity. This brand didn’t have a strong connection with a core group of caffeine guzzlers -- young males. And brilliantly, these same guys were also the primary target of convenience stores, the optimal channel for a single serve drink.
When it came to positioning, we knew that our soon-to-be tribe wouldn’t resonate with the idea of the product being hero; we would need to carve out a differentiated space in the coffee category that was uniquely about them.