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Holding price in a heatwave.  How Rediffusion turned demand into margin, not just sales

When a heatwave hits, the instinct for many brands is to discount their cooling products heavily to drive volume and clear stock.

Rediffusion took a different approach.

Working alongside the team at Rediffusion, EPE Group and paid media agency Floresco Media, the objective was to maximise profitable growth by protecting price, responding quickly to changing demand and creating a seamless customer journey from first impression through to purchase.

Rather than relying on promotions, we focused on ensuring consumers understood the value of the products themselves.

The Challenge

June’s UK heatwave created a significant commercial opportunity, but also several challenges:

· Respond rapidly to a sudden spike in demand

· Launch new cooling products in a competitive markets

· Increase awareness of a recently relaunched brand

· Maintain retail pricing and avoid unnecessary discounting

· Scale marketing activity while managing fluctuating stock availability

The Approach

Success came from multiple teams working together with a shared commercial objective.

Commercial Strategy

Instead of discounting, Rediffusion maintained recommended retail pricing, protecting both brand value and retailer margin. The focus shifted from promo messaging to need state marketing that demonstrated true consumer benefits.

Paid Media

Floresco Media continuously optimised Google and Meta campaigns throughout the heatwave, reallocating budget towards products with available stock as demand changed. Campaigns combined high-intent search activity with prospecting audiences to introduce the refreshed brand to new customers.

Customer Journey

Alongside paid media, the website was updated with dedicated cooling landing pages, simplified navigation, improved trust by elevating reviews and clearer product messaging to reduce friction during purchase.

CRM

A three-email heatwave sequence supported the campaign, helping maintain momentum throughout the period. Post-campaign analysis also identified an important optimisation as emails were arriving after the next day delivery cut-off, reducing urgency despite strong engagement. Adjusting send times will strengthen future performance.

The Results

Compared with June 2025, Rediffusion achieved:

Profit up +371%

· Revenue up +265% 

· Gross margin increased by 16.4 percentage points

· Average selling price increased by almost 40%

· META ROAS 4.46x

· Google ROAS 5.4x

· 96% of direct to consumer purchasers were new customers

Importantly profit grew significantly faster than revenue. Rather than relying on discounting to generate sales, increased demand translated directly into stronger margins and improved profitability.

Why the new customer metric matters

For any brand relaunch, attracting new customers is one of the clearest indicators that positioning and messaging are working.

During the campaign, 96% of direct-to-consumer orders came from customers who had never previously purchased from Rediffusion. 

That wasn’t simply a result of increased media investment. It reflected a combination of stronger creative, clearer product positioning, improved targeting and a customer journey that made purchasing simple at full RRP.

These customers now represent a new audience for CRM, cross category purchasing and long term customer retention.

Key Learnings

· Consumers respond more strongly to need-state messaging than product-led advertising

· Search demand closely tracked weather patterns, requiring agile budget management

· Broad prospecting audiences exceeded expectations alongside remarketing activity

· Stock availability eventually became the biggest constraint on growth, rather than marketing performance

· Protecting price delivered significantly greater commercial returns than promotional trading

No single channel drove the results. They come from aligning commercial strategy, pricing, product availability, customer experience, CRM and paid media behind the same objective, while giving teams the flexibility to adapt quickly as conditions change.

A Collaborative Success

This performance was the result of a collaborative approach

· Rediffusion and EPE Group backed a pricing strategy focused on long-term value, while delivering new products, content and customer journey improvements

· Floresco Media executed and continuously optimised paid media campaigns, adapting spend as stock availability changed throughout the heatwave

· Triptree Consultancy provided strategic marketing leadership, campaign direction, customer journey optimisation, performance reporting and commercial insights throughout the relaunch.

Together the campaign demonstrated that when commercial strategy and marketing work hand in hand, growth can be measured not only in sales, but in profitability, customer acquisition and long-term brand value.

Strategic Market Entry & Category Creation 

Client Type: Premium consumer brand entering a new market category

SME Relevance: Launching new products or entering new markets with a limited budget

The Challenge: Breaking into an established category with no existing presence, conservative forecasts, and sceptical customers. Budget needed to work harder with precise targeting.

The Strategic Approach:

Started with deep research, not assumptions - Used consumer insights to understand real barriers and opportunities before spending a penny

Built credibility through strategic partnerships - Leveraged influencers and retail relationships to accelerate trust

Timed campaigns strategically - Identified peak moments (Prime Day) to maximise impact with focused investment

Created complete customer journey - From packaging to training to post-purchase, ensured every touchpoint reinforced the brand promise

The Results:

• 276%+ of forecast growth - proving that insight-led strategy beats large budgets
• Market share gains through precision, not just spend

What SMEs Can Learn: You don't need a massive budget to launch successfully. The right research, strategic timing, and focused execution can multiply your impact.

Case Study 3: Repositioning Multiple Brands for Profitability 

Client Type: Portfolio of heritage brands needing refresh and growth

SME Relevance: Established businesses that have plateaued or lost differentiation

The Challenge: Multiple brands with flat sales, unclear positioning, and commoditised perception. Needed to reignite growth without alienating existing loyal customers.

The Strategic Approach:

Clarified what each brand truly stood for - Repositioned with authentic messaging that resonated with target audiences

Leveraged premium partnerships strategically - Secured high-profile collaborations (Sir Quentin Blake) that brought independent credibility

Built B2B relationships that drove mutual value - Became preferred partner by delivering merchandising solutions that worked for retailers

Protected premium positioning while expanding reach - Grew sales without discounting or diluting brand equity

The Results:

• +34% YoY sales growth across portfolio
• Premium retail placements and incremental investment from partners
• Elevated brand perception and customer loyalty

What SMEs Can Learn: Growth doesn't require reinventing yourself. Strategic repositioning, authentic partnerships, and smart retail relationships can unlock significant revenue—even in mature markets.

Case Study 4: Launching Category-Disrupting Innovation 

Client Type: Premium English vineyard launching transformational product innovation

SME Relevance:  Established brands introducing products that challenge category norms and require market education 

The Challenge: Create awareness, articulate compelling proposition for a product consumers hadn't seen before, execute a premium launch that educated without disrupting the brand's established position.

The Strategic Approach:

Defined value proposition - Built the brand and product positioning

Built audience segmentation - Profiled distinct consumer personas most likely to embrace concept with focus on lifestyle and mindset

Integrated portfolio positioning - Ensured wine complimented rest of range through website architecture, pricing and clear messing differentiation

Designed full 360 launch campaign - Influencer partnerships for advocacy and credibility; Strategic PR outreach for high quality editorial coverage; Content and channel planning across owned channels; Launch sequencing to maximise awareness

The Results:

• Clear product differentiation established within category
• Retail, trade and consumer education materials deployed across channels
• Robust foundations for measuring awareness, trial and repeat purchase

What SMEs Can Learn:  For SMEs with breakthrough products, investing time in deep research and strategic preparation isn’t a delay — it’s what ensures your innovation resonates, converts interest into purchase, and builds long-term traction 

Case Study 5: Building Revenue Through Customer Retention 

Client Type: D2C premium brand with strong acquisition but weak retention

SME Relevance: Businesses focused on new customers while leaving money on the table with existing ones

The Challenge: High customer acquisition costs with limited lifetime value. One-time purchasers weren't returning, and accessories/ complementary products were underutilised revenue streams.

The Strategic Approach:

Audited the full customer journey - Identified drop-off points and untapped opportunities

Created retention strategy tied to revenue - Made accessories a strategic revenue stream, not an afterthought

Extended purchasing behaviour - Designed campaigns to increase frequency and basket size

Measured and optimised for lifetime value - Shifted focus from cost-per-acquisition to customer profitability

The Results:

• Measurable increase in customer lifetime value
• Accessories became meaningful revenue stream
• Reduced dependency on costly new customer acquisition

What SMEs Can Learn: Your existing customers are your most profitable growth opportunity. A strategic retention plan can drive topline growth without the cost of constant acquisition.