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Sunsetting of product, product wind down
International CPG Brand
Our client’s parent company decided to stop selling a product that is heavily marketed in Canada. We were engaged to help them come up with a plan to sunset/wind down the product on eCommerce and digital marketing assets with little negative blow-back from customers also loyal to other products of the brand.
The client wanted to stop selling a staple product and we had to work on a plan to phase it out.
What We Did
- Removed all product from eCommerce listings.
- Removed product from website.
- Formed a communication strategy over three months to phase out the product.
We successfully phased out the product with little public backlash nor PR disruptions on our digital media.
Where They Are Today
The product continues to no longer be available in Canada.