## Challenge

Ocean Spray came to us in October 2020 for support in launching its newest brand, Atoka. As the first brand to emerge from its Lighthouse Incubator and **Ocean Spray’s first foray into the D2C market,** Ocean Spray needed to know which brand and marketing elements best resonated with Atoka’s target audience of functional tea drinkers.

## Solution

We packed and shipped the new Ocean Spray products to a curated segment of our community for agile in-home testing in just two days.

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## Result

In less than two weeks, Ocean Spray had its answers - and was ready to refine their marketing and messaging strategy.

What we delivered:

- Understanding of key motivators and barriers to trial
- Prioritization of taglines most reflective of the product experience and lead benefits
- Uncovered unanticipated gap between consumers’ initial taste expectations and actual experience, with recommendations on how to overcome
- Qualitative depth via honest, unbiased open-ended product feedback

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_Launch messaging lands better when it is tested with your target audience_  
_first._ [_Schedule a demo with Highlight_](/content/request-a-demo/index.html) _to learn more._