Here’s the skinny!

Marcus Lemonis of the hit CNBC TV Show The Profit, teamed up with BlackDog Advertising to help Ana Quincoces rebrand her Skinny Latina line of sauces. While we worked to create a whole new look and image for the brand, Marcus’ camera crews went behind-the-scenes, capturing the process that aired on CNBC and Bravo.

Challenge

Although she’d earned a reputation as a celebrity chef, reality TV personality and social media influencer, Ana Quincoces’ true love, her Skinny Latina signature line of sauces and marinades, had yet to establish a dominant presence in the marketplace. Struggling with multiple branding issues and proper funding for inventory, Ana was in need of guidance to get Skinny Latina on track and profitable.

Solution

Guided by intel collected through focus groups and research, we rebranded her company as Ana Q – Simple, clean, easy to say and easy to remember. Ana Q became the brand name, while Skinny Latina remained the name of the product line. Next, we designed bright, colorful labels for the Skinny Latina line of sauces and marinades. The new bottle designs brought the product names to the forefront, highlighted with vibrant accents, showcasing a more fresh, tropical and fun appearance.

New websites were created to launch the redesigned look and feel of Ana Q’s Skinny Latina product line, as well as Ana Quincoces’ personal web page. The new Ana Q’s Skinny Latina website showcased the refreshed branding, as well as significant advancements made on an easy-to-use online shopping experience. Ana Quincoces’ personal web page was modified to highlight her lifestyle, achievements and recognitions, and community outreach. Finally, sales decks and point-of-purchase collateral was created to help support the brand’s retail launch.

Results

With the bold and vibrant new look created by BlackDog, Ana Quincoces was ready for The Profit to reintroduce her brand to the masses. The results were a smashing success. Shortly after airing, her brand-new website was flooded with purchase orders. Within one week, her product line was completely sold out. Customers raved about the captivating new bottle labels and most importantly, the savory and delectable flavor profile of Skinny Latina’s sauces and marinades.