Develop the strategy required to launch a new product with the simultaneous creation of a new brand and category.

A Go-To-Market Strategy that started by developing the brand for the well-known product (Pork Rinds) and use the equity to offer the consumer a new category (Instarrones-Pork Rinds based Instant meals). The project included a comprehensive approach that went from naming to grassroots events.

• Sales increase from 27% to 63%
• Market share growth to 65%

Consistency across the board allowed for strong branding with investment efficiencies. The methodology was then used to open new ethnic markets: needed recipe and visual changes were made to the same structure and product to target 3 totally different consumers: Hispanic-Caribbean, Mexican and African-American.