Instant Ocean
Taking a premier brand
to new depths
Instant Ocean, makers of the world’s most widely used aquarium sea salt, wanted to expand their product line and capitalize on their 45 years of expertise in fishkeeping. At the same time, they wanted to leverage the opportunity of launching a new product line to change the perception that fishkeeping was a complicated hobby.
The Anderson Group recommended that Instant Ocean first conduct perceptual franchise research to dive deep and see what other product types would be appropriate for their brand. Based on the research, Instant Ocean decided to create a complete line of easy-to-use nutrition and water care products. We helped them develop and launch the entire program, which included package design, an interactive microsite, consumer brochures, retail end-cap and countertop displays, and a robust public relations campaign.
Business impact
As a result of solid research, the development of the right products, and a strong strategic launch, the new water care and nutrition lines met Instant Ocean’s aggressive sales goals in the first year. In fact, the merchandising displays were so well received, additional runs were ordered shortly after the introduction due to increased requests from the retailers.
