Modern home storage products focused around the garage and patio. We were their marketing department guiding strategic communications, design and advertising during their rapid growth.
Background: NewAge Products makes it easy for the customer to setup their modular cabinetry within the garage, home or outdoor space. With free delivery nationwide, the fully assembled product lines are delivered right to the customer's home and can be set up in just a few hours. The modular components can be organized to create a dream garage, home bar or outdoor kitchen. The modular design of the cabinets allow the customer to install the products to however they please, and enables the addition of custom countertops, for a truly personalized look.
In the 28th annual PROFIT 500 (September 2016), NewAge is ranked 31st overall in Canada, for its five-year revenue growth of 2493%, 7th overall in the manufacturing industry, and 1st within PROFIT 500's Fastest-Growing Companies in the city of Vaughan. The 2016 PROFIT 500 rankings, when filtered to show top 'Five-year Revenue Growth', NewAge Products ranks as the top performing company within the $50 million to $100 million sales group.
Task/Our Approach: NewAge started as installers of custom garage storage solutions, when they partnered with Method to provide their branding and advertising. From there we acted as their marketing department through their rapid growth. Their market is saturated by small, unknown generic brands selling low quality plastic products. Method knew that finding the right balance between brand exposure and leveraging a quality look and feel, the chances for retail standout, impact and first choice purchase intention was great. Tasked to solve the design challenge of creating a look and feel that would span across the entire line, we had to create something impactful, consistent and relevant to the market.
Method created a total integrated solution including product packaging, in-store displays, brochures, product design and manufacturing innovation, product imagery (rendering and photography) and e-commerce support. The solution presented more focus as an educational tool, taking the organization work out by making it as easy as ‘1-2-3’, to identify the solutions that best suit the individual customer’s home’s needs.
Our strategy was to find a way to encourage trial based on brand equity while finding other innovative ways to see the product on many usage occasions that work together as a ‘total garage solution’ to increase the volume of sales. Method achieved this by providing a segmentation strategy that was reflected in shelf ready pack designs and accompanying POS. These ‘toolkit’s’ identified total solutions for ‘Bike Storage, Pet Storage, Sports Storage’, etc. that were identified by customer insights of what typical garage storage usages were and differentiated by cleared coloured packs and titles at shelf. Once an individual kit was set up at home, the customer would find these solutions easy to set up and would repeat use for other areas of storage.
Method also transferred more advantage to the retailer, by allowing customized messages for each national store chain (including Walmart, Costco, Canadian Tire, etc) that gave them a better chance for exposure and space in these locations.
Results: Coleman saw a rapid increase in their sales volume in the first year, giving them a great share of voice in the market. Calls to the center on how to use the product were minimal, decreasing operational costs to the company.