Torque was brought on to re-position the brand, and to create a message platform and visual brand identity for the product. Based on existing research, we positioned the brand to appeal to women and mothers actively investing in their households, entertaining guests and keeping a busy social calendar.
Torque positioned Pine Mountain to represent restful down time, spiritual recharge and quality family time. We wrote the tagline “More Warmth. More Time. More Life.” to express the brand’s lifestyle promise and also the new “burn time” product performance. We extended this positioning and the new brand identity to POS, displays, collateral, website, coupons and packaging.
Within six months, Pine Mountain had sold into all the major retailers, displacing competitors and rising to a 70%+ market share. The new positioning and brand identity promises to help the product sell through to consumers with as much energy. In the first year the company surpassed its annual sales goal by fifty percent.
