| Torani's Branding at Retail: Torani |
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The Challenge
Defend Torani’s leadership in the face of increasing competition with a message that can span traditional Italian syrups, sugar-free versions, and innovative new drink mixes. And make sure it speaks to urban latte lovers, baristas, and suburban moms alike.
The Solution
Customization is the new consumer demand, and Torani lets people transform everyday drinks like coffee, tea or sparkling water with 75 vivid flavors. Ads become wall art, baristas become billboards, encouraging cafe customers to live ‘‘Life in Color.”
The Results
Torani has widened its lead over competitors despite increased competition from store brands and other well-heeled wanna-be’s.
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