Success Case Study: Honest Tea
With many products having a high calorie and sugar content, the soft drinks category had a gap in the market for a naturally sweetened and low-calorie alternative to more traditional offerings. In some cases, an innovative start-up needs the support of a more established company to take advantage of such an opportunity.
The company was able to differentiate itself from its competitors and provide an offering that spoke to the emerging health conscious consumers.
Forging an alliance with a big corporation has enabled the smaller company to reach new consumers and attain mainstream recognizability.
Success Case Study: Honest Tea is part of Canadean's Successes and Failures research. It examines the details of and reasons behind the success of Honest Tea, how a small tea company benefited from the involvement of a major soft drinks corporation. It delivers the critical what?, why?, and so what? analysis to teach you crucial lessons that increase your chances of launching successful products.
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