“Convictional was able to facilitate the connections between us and our biggest accounts”
Steep and Mellow creates groovy beverages that help promote health, wellness, and environmental responsibility. They are a female-founded, mission driven brand whose vision is to create a more mindful, creative, and sustainable world; one sip at a time. Their purpose is to create opportunities for their community of customers to make small changes towards becoming the brightest versions of themselves all while helping to heal the earth. All of their ingredients are sustainably sourced from around the globe and housed in completely compostable packaging.
Connect with the Right Retailers, Fast
Steep and Mellow launched as a direct to consumer (DTC) company in the middle of the Covid-19 pandemic.
From the outset, founder Meg Pedersen knew standing out from thousands of other online DTC brands would be difficult. So she built a unique brand rooted in her own values of conscious consumerism and sought to connect with customers who shared these values online. The brand undoubtedly stood out from the crowd, but Meg soon realized she had an awareness problem. Steep and Mellow needed more eyes on its products, and fast.
Breaking Into Retail While the Doors Were Shut
While DTC sales showed promising growth, the credibility to be gained with strong retail partnerships was undeniable.
The only problem? All of the people, including customers and retail merchandising contacts were at home - not in stores.
To overcome these obstacles, Meg did everything from cold outreach over phone and email to hand delivering product samples to merchandisers’ homes. These efforts landed Steep and Mellow’s first retail partnerships, where Meg saw first hand how time consuming working with certain retailers could be. While she was thrilled about the new partnerships, the effort involved with sending product imagery and keeping product catalogs and pricing in sync was overwhelming.