RAW C - Connecting a Mature Beverage Brand Directly With Its Consumers

Overview

RAW C is a well-recognised Australian beverage brand with a strong presence across retailers and export markets. Yet, like most established CPG brands, their greatest limitation was not product quality, but distance from the consumer.

Their goals were clear.
· Build a direct line of engagement with their consumers.
· Participate in a multi-brand loyalty ecosystem.
· Strengthen shelf preference by being part of a reward-based coalition.
· Gain visibility into who their consumers were across multiple markets.

The Challenge

Mature CPG brands frequently operate through distributors and retail channels, leaving them disconnected from the people who buy their products. Marketing works at scale, but genuine feedback loops are rare. RAW C wanted to close this gap.

Founder Scott Mendelsohn captured the challenge perfectly.

“As an F&B brand we are often very removed from our customers and our customers are very removed from the unique story of the product they hold in their hand. Orijin Plus changes this and makes it simple and easy for us to use.”

Scott Mendelsohn

Natural Raw C

This became the foundation for RAW C’s adoption of Orijin Plus. The aim was not traceability or compliance. The aim was connection. A simple, intuitive way for customers to engage with the product they were already holding.

The Coalition That Connected Brands

A Shared Reward Currency Across 20 CPG Brands
RAW C became one of the first brands to adopt the Orijin Plus coalition loyalty feature. During the activation period, 20 participating brands offered a common pack reward currency that consumers could earn simply by scanning the products they purchased.

For shoppers, it felt simple. Scan any coalition-brand pack. Earn rewards. Redeem them for experiences or additional products.

For brands, it created something more powerful. A shared ecosystem where consumers could move between participating products and still feel rewarded.

RAW C recognised early that being inside a coalition drives visibility, consideration and frequency in a way single-brand loyalty programmes cannot.

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Driving Cross-Brand Choice

Consumers Shifted Toward Coalition Brands at Shelf
During the coalition period, the campaign achieved a 14 percent scan rate, demonstrating strong consumer participation across the reward ecosystem.

More importantly, the coalition created measurable cross-brand movement at shelf. Consumers who might have previously chosen a non-coalition product instead opted for coalition-partner brands because the shared reward currency made the choice more valuable.

For RAW C, this was a direct competitive advantage in store environments where decision-making happens in seconds.

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Building Understanding

From Unknown Buyers to Identifiable Audiences
While RAW C is a mature brand with broad reach, consumer identity had always remained a black box. Retailers held the sales data. Distributors handled logistics. Consumers interacted with the product, but the brand rarely knew who they were.

The coalition loyalty programme changed this.

Scanning behaviour instantly created identifiable user profiles.

RAW C could see who was buying, how often they engaged, what other products within the coalition they interacted with and how many returned for repeat purchases.

For the first time, a well-established beverage brand gained a direct channel to the people drinking their products.

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Results

RAW C’s coalition participation delivered meaningful and measurable benefits.
· 14 percent scan rate across the campaign.
· Increased shelf preference for coalition-partner products.
· Strong cross-brand collaboration within the 20-brand ecosystem.
· Improved consumer visibility and behavioural insight.
· A new ability to engage directly with real customers.

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Conclusion

Connection Made Simple and Scalable
RAW C joined Orijin Plus with one clear objective. To connect. To close the gap between a brand and its consumers. The coalition loyalty campaign delivered exactly that.

Scott’s early insight proved correct. It was simple. It was easy to use. And it provided a direct pathway for a mature beverage brand to understand its audience and unlock new cross-brand value in a crowded retail environment.

RAW C now stands as a leading example of how established CPG brands can use connected packaging to grow closer to their consumers without changing the product, the packaging or the retail model itself.