Corazonas, the Only Snacks Made to Lower Cholesterol, Repositions, Rebrands and Reignites its Company

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LeeReedy/Xylem Digital

Denver, CO (Vocus) August 30, 2010

Corazonas is the only line of snacks made with ingredients proven to help lower LDL (bad) cholesterol. With this incredible promise, however, the brand was competing like any other snack – and blending in with the rest of the aisle. Corazonas needed to put a stake in the ground and stand out.

The new brand positioning for Corazonas, developed by Denver innovation, brand and marketing agency LeeReedy, revolves around recognizing that living with high cholesterol sucks the joy out of life – and that these delicious snacks can provide freedom from boredom and cheating. The new campaign revolves around the tagline, “Freedom to Snack,” and includes new packaging, shippers, website, grassroots sampling teams, print, outdoor and radio advertising.

The byproduct of the freedom Corazonas gives people with high cholesterol is joy. And that joy is evident (and presented in the first person) everywhere Corazonas is talking with consumers. Radio uses real people, the website, developed by Denver interactive agency Xylem Digital, is constantly updated with what real people are saying about the snacks, and Corazonas even allows people to spread the joy by ordering free "I Care" Packages for loved ones.

To build groundswell during the launch phase, the brand that gives people the Freedom to Snack, is also offering them Freedom From Everything through a unique promotion. Consumers can register to win their very own butler for a month just for answering the question: What would you say to a snack that helps lower cholesterol?

Dramatically improved sell-in has been the first measure of Corazonas’ new-found success. At the 2010 Expo West and Fancy Food Shows, Corazonas’ new positioning was a hit, attracting retailers and a Best of Show award. More significantly, Corazonas has increased per market ACV by as much as 40% in just 60 days. Corazonas is launching potato chips, tortilla chips and oatmeal squares in retailers nationwide in 2010. They are also available for purchase at Amazon.com.

About Corazonas:

We refuse to believe worrying about high cholesterol has to suck the joy out of life. That statement, which drives everything we do, is the result of personal experience. We’ve watched loved ones give up all their favorite foods – especially their snacks. We’ve seen what that kind of deprivation can do to the joy of eating. Then one day, we found a way to turn the tables, so to speak. With a little known, strange sounding, secret of nature called plant sterols. Corazonas produces the only line of snacks made with ingredients proven to help lower LDL (bad) cholesterol. Learn more at http://www.corazonas.com.

About LeeReedy:

LeeReedy is an innovation, brand, and marketing agency. We are experts at efficiently discerning the true essence of a brand, whether it’s a new brand or one that needs repositioning. Our unique process is highly collaborative and ensures buy-in from crucial stakeholders at every step. With years of experience working for the world’s leading brands, we are uniquely positioned to add value to any marketing effort. Learn more at http://www.leereedy.com.

About Xylem Digital:

Xylem is a strategically focused digital advertising agency with high-caliber creative and expert technology. We specialize in creating meaningful, award-winning branded experiences for our national and international clientele. Xylem’s comfortable size allows its principals to work on every project yet still execute and deliver highly complex digital campaigns. With our headquarters in Denver and strategic sales offices in Los Angeles and London, we’re able to expertly serve a global base of brands. Learn more at http://www.xylemdigital.com.

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