Hardbite had been in the market for about 10 years before it was sold to a new group of partners. Despite an excellent product, sales remained flat to declining in all channels. There was little innovation and no support in market to drive brand awareness. This had to change. We got to work developing a bold new identity that resonated with an influential target audience of millennials, a strong regional position that could expand nationally, new innovation, and cost-effective campaigns to drive awareness and trial.