Consumers struggled to understand what Chia was (besides the little clay animal) and there was little awareness about Salba Chia’s position in the category. The lack of differentiation on functionality, purity, color and fun resulted in a less than exciting category. After several years of active public relations, the company’s packaging and website for Salba Smart became an obstacle to success. The company also had a fixed budget and could not increase spending on marketing beyond its established PR budget.

We counseled this entrepreneurial company to stop spending money on us. That’s right. We advised the CEO to not spend one cent more on our PR services and to instead channel 100% of that budget to a much needed rebrand. Additionally, our founder, Sylvia Tawse, donated 100 percent of her time for creative direction and brand facilitation.

The brand discovery and facilitation process not only resulted in a vibrant new identity. We helped them define their brand personality as upbeat, smart and sassy but never elitest. We created their new tagline: Smarter Than Your Average Chia, which captures their playful, energetic nature while hinting at product benefits. In addition, we brainstormed an entirely new product: Salba DAILY BOOST and took over their social media communications and created campaigns to boost their online community.