Case Study
Fuel Industry Market Expansion and Advocacy
The challenge:
An industry trade group needed to build consumer demand, retailer adoption, and political support for a new fuel product. The effort required a coordinated strategy spanning brand positioning, retail sales, and regulatory change at both the state and federal levels, with the ultimate goal of securing full access nationwide.
Our approach:
- A long-running, multi-phase research program combining qualitative research (focus groups and in-depth interviews) with policy insiders and consumers at the state and national level, alongside quantitative message testing with similar audiences.
- Analysis focused on three strategic levers: developing an appealing consumer brand positioning, building the case for retailers to carry the product, and diagnosing political concerns at the state and federal level to craft messages that build regulatory support.
The result:
- Developed strategic playbooks for product and policy communications, giving the organization a clear roadmap for engaging consumers, retailers, and policymakers at the state and federal level.
- Consumer branding and positioning that built an appealing product identity, contributing to growing retailer adoption and consumer usage.
- The sustained research program has supported major regulatory momentum: multiple states have approved full access, the federal government has made strides, and legislation to make it permanent is advancing.
