The Challenge
An Australian engineer and inventor I know well finally had enough of surf wax melting in its traditional plastic wrap. He developed a solution that not only solved the mess, but also made the product more effective, greener, and easier to use. As this invention evolved into a business, a central challenge emerged:
Spectra’s wax formulation dramatically reduced the amount of petroleum-based wax content in most surf waxes, but the product still delivered a premium experience, with increased tackiness compared to the most popular products. Similarly, the packaging solution was refillable, adding to green credentials while making it easier and cleaner to apply. How should one approach a new brand and product offering like this one with a diverse number of features that could potentially distract from each other?
The Work
The temptation with product launches and new brands is to make sure that every positive attribute is given some appropriate share of attention, but this is a common trap that’s very well covered by April Dunford’s fantastic book, Obviously Awesome.
In brand building terms, we make it easier to build associations in the minds of consumers when we simplify and differentiate. Without completely abandoning the earth-friendly appeal of the concept, we charted a different path. Rather than expecting the surf wax buyer to attach a long list of product attributes to a brand, what would become Spectra Surf Science leaned into the premium appeal of a high-performance product in a convenient and refillable container. Emphatically a brand about surfing better over surfing greener. By avoiding the temptation to pile on every feature and benefit, we were able to create a clear and compelling brand story that would resonate with a clear and cohesive message.
We were also able to coordinate some shopping observational work. In NSW surf and sports shops, there were consistent patterns to how shoppers considered different surf wax products by brand and by price level. Shopper observation work was a quick project that was critical to our Go-to-Market strategy.
Those decisions would inform package design, brand voice, pricing, and sales and distribution strategies. With differentiated product, clear positioning, and a focused go-to-market strategy, Spectra Surf Science was able to drive organic growth and charge a premium, fitting the product experience.
The Results
- A premium brand in a niche category.
- Clear messaging, packaging, and product alignment that supported premium pricing
- The brand's refillable packaging and beeswax base fulfilled green objectives.
- A profitable business built on high-margin strategy and a successful exit.