Case Study: Major Tea Manufacturing Company restores sales growth with IRI Social Advantage

Major Tea Manufacturing Company - Customer Case Study

Major Tea Manufacturing Company, a major specialty tea manufacturer, faced a 13% decline in dollar sales over the latest 12 weeks even as competitors grew 10% to 25%. The company had launched a new package design to improve sales, but it lacked clear insight into why the redesign was underperforming.

IRI used Social Advantage and its media team to analyze social conversations, sentiment, and sales data around the package launch, including custom indicators such as “Awesomeness” and cross-referenced POS, panel, and social feeds. IRI identified the redesigned packaging as the main driver of the decline because it was seen as bland, hard to find on shelves, and less distinctive; the client reverted to the original packaging, which halted declines, improved sentiment, and drove 10% sales growth versus the same period the prior year.