Else - Nutrition Reimagined

The Opportunity

For over 100 years, baby and child nutrition innovation was stagnant, with generations of parents accepting limited choices.

Else sought to disrupt that outdated way of thinking. The brand was the first clean label, plant-based, minimally-processed, dairy-free and soy-free child nutrition product. But they needed help branding and building a communications strategy to support their consumer launch in a crowded category.

The Strategy

Sawtooth started by creating a sturdy, efficient brand foundation and strategy. 

We dove into the complexities of the toddler nutrition market, to uncover category and target insights. 

In order to stand out, and highlight our truely unique points of difference and mission, we created a unique and disruptive logo and brand identity, breakthrough packaging, and a compelling campaign, inviting families to live in an ‘Else World,’ where everything they imagined about toddler nutrition was real. To drive home this exciting, innovative brand and product, we worked with high-profile parent influencers to popularize the product.

The Services

✓ Category and predictive analysis

✓ Brand strategy

✓ Campaign ideation, creation, and execution

✓ Content creation and management

• Video

• Digital

• Social media

• Trade

• E-commerce

✓ Production

✓ Community management

✓ Media strategy

✓ Media planning and buying

✓ In-house social

✓ Measurement and analysis

✓ Data-driven recommendations