The Research Process
Research methods used:
Secondary research revealed that ReaLemon users are 38% more likely to be 75+, indicating that ReaLemon’s core audience is beginning to age out without passing on their brand love. That doesn’t bode well for a brand that is already lacking a strong voice.
With that in mind, we began to research ways to reposition ReaLemon that would help reach a new audience and steal some customers away from actual lemons.
To help the brand foster a new generation of ReaLemon loyalists, we started by digging into how people use lemon juice by conducting secret shopping, social listening, competitive audits, and focus groups.
We discovered that ReaLemon is being used as much more than just a cooking ingredient. In addition to traditional uses, people use ReaLemon for things such as DIY body wash, a natural household cleaner, and mosquito repellant.