ACID LEAGUE | Independent Study
The Age of Acid
MY ROLE: Account & Strategy
Client Management
Research
Strategy/ Brand Positioning
Client Pitch
I was so excited when Acid League agreed to be my Independent Study client, a capstone project where Account Management students are responsible for securing a live client and working with them to identify and solve a business challenge.
Acid League was founded by food scientists who saw untapped potential in the vinegar aisle. After experimenting with hundreds of bold flavor combinations and launching their first line of Living Vinegars, they realized vinegar could preserve all kinds of shelf-stable foods, from condiments to freeze pops, and they got to work launching over 80 acid-powered products in the first year.
NAVIGATING NEW TERRITORY
In early 2024, Acid League made a big change, shifting its direct-to-consumer, digital-first model to focus entirely on retail. By closing its online store and discontinuing experimental, online-only product lines, the brand could strengthen its presence in grocery aisles. While Acid League hasn’t had any trouble getting through the doors of major retailers like Whole Foods, Sprouts, and Wegmans, building a loyal following as a young brand in a crowded category is the next big hurdle.
THE ASK
Help Acid League elevate overall brand awareness and inspire shoppers to visit grocery stores to purchase its products.
UNDERSTANDING ACID LEAGUE
I started with a deep dive into the brand, exploring how they describe themselves and what people are saying about them.
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Brand Audit
Consumer Survey (n=272)
In-Depth Interviews (n=10)
Retail Visits
FINDING #1
Most shoppers are not familiar with Acid League.
*Base: 50% aged 18–34 | 83% cook multiple times a week | 72% are the primary grocery shopper in their household
FINDING #2
Most shoppers are not familiar with Acid League.
I asked the same group of people “how would you describe Acid League as a brand?” and was surprised by how many people were hung up on its name.
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“doesn’t sound like food”
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“sounds like a flavor I would stay away from”
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“sounds video game or sports related”
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“sounds medicinal”
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“sounds dangerous”
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“sounds like something related to illegal drugs!”
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“sounds like a failed 80’s punk wanna-be band”
ACID IS MISUNDERSTOOD
When it comes to cooking, acid is misunderstood. It is an indispensable element of cooking that brings balance and brightness to meals, yet many home cooks overlook its potential. Without understanding Acid’s imperative role in cooking, shoppers fail to recognize the value of Acid League products.
THE PROBLEM
Acid League’s role in people’s pantries feels unclear.
THE OPPORTUNITY
Sharpen Acid League’s positioning to more clearly communicate its unique role in customers’ pantries.
CONSUMER AND CATEGORY RESEARCH
With a solid understanding of Acid League’s story, from its beginnings to where it is today, I zoomed out to explore where it stands in the bigger pantry picture.
I analyzed Acid League’s 1) Target Audience, 2) Competitive Landscape, and 3) Unique Selling Proposition (USP):
UPDATED POSITIONING
With this new positioning, Acid League becomes a guide to harnessing the power of acid.
Acid League is the catalyst for culinary enlightenment.
Our bold, acid-based pantry staples don’t just balance or brighten flavor, they reinvent it, inviting home cooks to experiment and evolve their palates.
CONSUMER JOURNEY
The experience of consumers throughout their relationship with Acid League:
ACID LEAGUE AS A GUIDE THROUGHOUT THIS JOURNEY
AWARENESS
Inspire shoppers in grocery stores.
Tactics:
*Geo-Targeted Ads
*Cartvertising
*End Cap Displays
INTEREST
Demystify acid with playful, educational content that sparks creativity.
Tactics:
*Educational Blog Style Content
CONSIDERATION
Establish credibility among trusted taste makers.
Tactics:
*Influencer Gifting
*Influencer Partnerships like featured recipes
TRIAL/PURCHASE
Help shoppers decide which Acid League product is best for them.
Tactics:
*In-Store Sampling
*Virtual Filter
POST-PURCHASE
Inspire Acid League fans with new ways to enjoy their favorite products.
Tactics:
*Recipe Inspiration
*QR Codes Linked to Recipes on Packaging
LOYALTY
Fuel brand love by giving Acid League fans opportunities to flaunt it.
Tactics:
*Merch
*Rewards/Referral Program