Creative Advertising That Makes Consumer Brands More Wanted.

In crowded categories, being good isn't enough. You have to be noticed, remembered and chosen. Bray & Co creates distinctive brand strategies and campaigns that help food, beverage and consumer brands rise above the competition.

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Consumer Brand Work

Consumer Brands That Got Chosen.

The Better Fish

Turning an overlooked product into something consumers crave.

Challenge. Barramundi was still relatively unknown in the U.S. market, in a seafood aisle dominated by “Big Salmon” — a deeply entrenched category with far larger budgets and established buying behavior.

Solution. Using the Reveal phase of our Elevate Method, we found that healthy eating is less about nutrition panels than how food makes you feel. Instead of health claims, we appealed to the senses: cinematic cooking footage, hyperlocal performance media and influencer content that reinforced craving from sea to shelf.

41% lift in prompted brand awareness among core shoppers, with all revenue targets surpassed across 2022 and 2023.

Teremana

Helping a challenger tequila brand outperform its category.

Challenge. The category was saturated with brands chasing either the wild party crowd or an inaccessible ultra-premium elite audience, leaving no obvious space for The Rock's tequila.

Solution. We built Teremana around “Mana” — good energy, gratitude and community — positioning it as “The People's Tequila” rather than another celebrity brand, with seasonal campaigns celebrating everyday moments of connection across hundreds of assets.

Grew faster than the category, beating tequila category growth by 42%.

Tide

Driving demand through product-launch creativity.

Challenge. Two innovations, two problems: an invisible grime issue most consumers didn't know they should worry about, and a stain remover entering a crowded category with no emotional pull.

Solution. We borrowed automotive performance language for the Washing Machine Cleaner — making invisible grime feel like mechanical failure — and built the Stain Remover around real reactions, made relevant by season, day and location using social listening and search trends.

Tide Washing Machine Cleaner captured 30% of its market within one year.

Shelf space is won before the aisle.

Tell us what consumers need to feel, notice or crave — we'll tell you how we'd make it happen.

Not Ready to Talk? Start With a Complimentary Analysis.

Free Category & Competitor Analysis

Understand how your brand competes within its category, where competitors are creating distinction and where untapped opportunities may exist.

What your analysis covers

Category overview
Major competitors
Competitive positioning
Consumer-facing messaging
Three strategic opportunities for growth or differentiation

This is not a downloadable white paper. It is a personally prepared assessment of your company, its competitors and the opportunities around it.

Complimentary

Get Your Complimentary Analysis

Tell us which company you'd like us to analyze. We'll prepare a personalized assessment using publicly available market, brand and competitor information.

Available to people using a company email address. No phone number or budget required.

Capabilities

From Consumer Insight to Consumer Demand.

Consumer brands don't have room for work that merely looks good. Everything we make is built to be noticed in culture and chosen in the aisle.

Consumer and Cultural Insights

What people feel, crave and avoid — and the cultural shifts moving underneath it.

Brand Positioning

A reason to be chosen that survives a crowded, price-led shelf.

Creative Campaigns

Ideas built to earn attention and memory, not just impressions.

Product Launches

New products introduced as events, with a distinctive reason to try them.

Social Strategy

Platform-native thinking that keeps the brand part of the conversation.

Influencer and Creator Programs

Creator work that creates craving and credibility without feeling like an ad.

Digital Content and Production

Food, product and lifestyle content made by the team that conceived the idea.

Media Planning and Buying

Performance-driven media planned with the creative, not bolted on afterwards.

Retail-Related Activation

Shopper and retail moments that connect the campaign to the shelf.

Performance Measurement

Awareness and demand metrics that show what the work actually did.

Category Challenges

We Understand What Consumer Brands Are Up Against.

These are the problems we are asked to solve most often — and the thinking we bring to them.

Crowded and commoditized markets

When every product claims the same benefit, price becomes the only difference. We build the distinction that gives shoppers another reason to choose.

Competitors with larger marketing budgets

You can't outspend a bigger brand. You can outperform it with an idea that earns attention instead of buying all of it.

Getting noticed and remembered

Being seen once isn't the goal. We build distinctive assets and memory structures that bring your brand to mind at the moment of choice.

Driving trial and preference

Trial is won before the aisle. We create the craving, the curiosity and the reason to reach for you the first time — and again.

Making product launches distinctive

A launch is a chance to reset the conversation, not just announce a SKU. We make new products feel like events.

Building consumer demand

Demand isn't a media plan. It's a story people want to be part of, told consistently across every touchpoint that matters.

Making advertising investment more effective

Creativity is the variable that multiplies media. We design work that performs in market, not only in the presentation.

Experience Across Consumer Brands

Brand experience gained by Bray & Co team members at previous agencies. These are not presented as Bray & Co client relationships.

Alcoholic Beverages

Teremana (AOR) · Heineken · Absolut · Johnnie Walker · Smirnoff · 1800 Tequila · Jose Cuervo · Kraken Rum · Bushmills · Guinness · Baileys · Tanqueray · Captain Morgan · Brooklyn Brewery · Humboldt Distillery · Wilderton · Diageo Ventures · Moët Hennessy · Frey Ranch

CPG

Tide · Coca-Cola · Kraft · P&G · The Better Fish · Celestial Seasonings · Jimmy Dean · Purina · Sargento · Wixter · LifeStraw · Fruit of the Loom · Smucker's · Plum Organics Baby Food · SunPacific (Cuties & Mighties) · Poo-Pourri · Nutpods · Sweet'N Low · In The Raw · Scott Paper Products · Chimes Gourmet*

Retail / D2C / Fashion

Aldi · Best Buy · Walmart · Adidas · Coppel · Chewy · 7-Eleven International · WAVS Custom · Nike · IKEA · Away · Purple Mattress · Burton Snowboards

QSR

Burger King · McDonald's · Doordash · Panda Express · Charleys Cheesesteaks

Beauty & Skincare

Aesop · OLAY

Start a Conversation

Let's Make Your Brand the One They Choose.

From a new product launch to a category-wide growth challenge, tell us what you're trying to achieve.

Discuss Your Brand

peter@brayand.co +1 (929) 309-0181