Charlotte Wetche

Brand Builder and Digital Believer

+4520626229

Once you wake up and smell the coffee, it’s hard to go back to sleep.  

Much like living a brand.

Building a new channel and brand awareness in the US  

Do you know what marzipan is? Most Americans will say no - I dare say 95% - and most of the few that do know it, think of it as something very sugary that you make small decorative figures out of. 

I was challenged with changing that perception and successfully communicate what marzipan really is. It wasn't just about increasing brand awareness, it was also about increasing category awareness.

Marzipan is a confection consisting of almonds and sugar. Very often it's referred to as an almond paste. In Europe it's a very well known ingredient for baking or simply eaten as is, because of it's typical rich flavor stemming from a ratio of 60% almonds versus sugar. In the US the ratio is typically reversed - much higher sugar content versus almonds - hence the usage for making little decorative figures, not eating it.

Together with Odense Marcipan, a world leading manufacturer of marzipan and related products, located in Denmark, I planned and launched an e-commerce site to first and foremost create a foundation for branding, and secondly make the products available in the US. 

Within 5 months from project initiation the site, www.odense-marcipan.us, launched and through a combination of tactical use of social media (Facebook, Twitter, Pinterest, Instagram and blogging), PR and SEO activities I created and added lots of web content about marzipan, that generated traffic to the site and increased awareness.   

Try to google "marzipan" and see what comes up...most of that content is generated from Odense Marcipan US.

My role

  • Researched, planned, developed, launched and promoted e-commerce store

  • Established and obtained all necessary legal licenses and documents (including FDA registration)

  • Researched and established merchant and shipping solutions and got them fully integrated with e-commerce platform 

  • Initiated and maintained all social media activities (Facebook, Twitter, Pinterest, Instagram and blogging) - generated content to increase awareness

  • Planned and executed tasting events and trade show participation

  • Established B2B partnerships to obtain endorsements and build credibility

  • Generated PR with presence in both print and TV