As a long-standing player in the liquid smoke space, Colgin’s family of Liquid Smoke products enjoyed a strong base of brand enthusiasts. Unfortunately, many of these people were reflective of an older demographic which meant Colgin needed to attract a younger audience. We developed a new brand positioning around the USP Reimagined For You. This strategy leveraged the fact that consumers can use Liquid Smoke for a host of applications beyond basic meat-based entrees – including vegan, kosher, keto, and more – that would appeal to a younger generation. With this foundation, we created a new message and a new website that successfully established the Liquid Smoke brand as the means to take ordinary meals to an entirely different level of taste.