The client challenge
MOJO, an Australian family-run business from humble beginnings, expanded their distribution from independent grocers into a major retailer for their Kombucha brand.
MOJO wanted to be on the front foot in securing long term shelf space and sought to leverage consumer insights to drive improved decision making and ranging discussions. They used Glow to profile the Kombucha drinker, identify primary purchase motivators and prominent attitudes in the category.
As an emergent category, consumer data was virtually non existent for purchase. This meant that MOJO had a host of assumptions driving sales, marketing and NPD which needed validation and limited means to collect useful data.