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SYSCO foodservice company was experiencing weak coffee sales in a growing category, competing against the dynamic growth of Starbucks and other high-end coffee brands. |
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Developed a new coffee branding strategy, including a two-tiered segmentation, new brand positioning around “making special moments last”, and a new brand name, Citavo.* |
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Exceeded coffee growth plan objectives; brand was extended to other segments including Organic coffee and cocoa. |
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