The Disruptive Octopus: Tentacle 3

Category Domination Strategy and Execution

This is part 4 of a multi-part article that details how Seed Strategy leveraged the 8 tentacles of disruptive innovation to help the Ball Corporation launch the Ball Aluminum Cup^®. Please click here if you want to begin at part 1 of the article.

Tentacle 3: Category Domination Strategy and Execution
Challenge: The team was focused on navigating a successful path to market, but it didn’t want the Ball Aluminum Cup^® to be just another option in the category once it got there. The goal was to go from being a new entrant to a category leader in a short period of time.

Action: The team recognized that the category had little activity or transformational innovation, but knew it had significant potential. Because of the disposable nature of the category, current players relied on a value-based product positioning. And, despite the groundswell of anti-plastic sentiment, all major competitive products were made of plastic.

Seed identified the white space in the disposable cups category in retail and developed a strategy that would allow the Ball Aluminum Cup^® to occupy it—positioning the product as a more environmentally friendly offering that delivers on both value (refillable and infinitely recyclable) and quality (sleek look, lightweight yet sturdy design, superior cold-drink experience). Seed paired this strategy with clear communication and strong media targeting/placement to maximize its impact.

Results: Major retailers credited the Ball Aluminum Cup^® with bringing new consumers to the disposables aisle. Within a few short months, the cup also became the best-selling product in the disposable cups category on Amazon. Additionally, it helped FSOP (foodservice on-premise) operators meet sustainability goals and grow on-premise beverage sales at key events that resumed after COVID-19 restrictions were eased.   

Key Tools/Processes:
-Brand Positioning
-Business Model Innovation
-Sales Presentation Strategy
-Sales Materials Design and Execution

Please click here to continue to the next section of the article about Tentacle 4: Rapid Ideation and Alignment—or click here to read the full-length version of the article.

Contact Sean Smyth to learn more about how Seed can help with your next disruptive innovation effort.

Written by Eric Scheer and Adam Siegel.

Eric Scheer is President, Chief Strategy Officer at Seed Strategy where he leverages his rich experience as an entrepreneur, designer and strategist to expertly lead the agency and help clients achieve meaningful growth.

Adam Siegel is the Editor of The Accelerator and VP, Creative at Seed Strategy where he draws upon his diverse experience in advertising, research and innovation to craft breakthrough creative and winning copy.

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