October 24, 2011#

Repositioning Baby Carrots as Junk Food

We talk a lot here about the power of reframing your category in order to stand out from your competition.

Here’s a terrific example of a unique, creative and compelling approach.

While other vegetables are focused on promoting themselves as . . . well . . . vegetables, Bolthouse Farms successfully chose to reposition its carrots as a snack. Hence, its new tagline: “Baby Carrots. Eat ‘Em Like Junk Food.”

Bolthouse Farms supports the new positioning with real, cheeky snack attitude, as evidenced on its website and in its TV ads.   Indeed, as reported in Adweek, Bolthouse Farms’ Bryan Reese closely studied Doritos as a model for how to approach bringing the brave, new positioning to life.