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How Fortitude Drinks Relaunched Cactus Jack’s with Vypr’s Consumer Insights Platform
When Fortitude Drinks set out to reimagine Cactus Jack’s, they needed more than creativity – they needed clarity.
By using Vypr’s consumer insights platform and product intelligence tool, the team transformed a value-led brand into something bold, innovative, and built to win.
“Vypr moved us from gut feel to customer-validated decisions – sharpening our story and giving us the confidence to relaunch Cactus Jack’s with impact”
About Cactus Jack’s and Fortitude Drinks
Fortitude Drinks was born out of Intercontinental Brands (ICB), a 35-year-old business known for private-label products and established commercial brands. With a fresh vision and a startup mindset, Fortitude Drinks is investing in FMCG innovation, building brands that are dynamic, creative, and customer-focused.
Cactus Jack’s, one of ICB’s best-known drinks brands, became the perfect candidate for a bold rebrand. With refreshed liquids, new bottle designs, and an expanded range, Fortitude set out to transform Cactus Jack’s into a consumer-driven brand with stronger market appeal.
The Challenge: Fast, Confident FMCG Innovation
Fortitude Drinks needed to relaunch Cactus Jack’s quickly and decisively.
The challenge was to:
- Speed up decision-making to reduce time to market
- Identify and validate the target consumer using consumer research
- Build a brand identity that connected with 18–24 year olds
- Test new flavour innovations through a reliable product testing tool
- Align internal opinions with external consumer insights
With so many stakeholder opinions, the team needed a trusted consumer insights platform to provide clarity and confidence.
How Vypr Helped with Product Intelligence and Consumer Research
Vypr gave Fortitude Drinks the product intelligence they needed to relaunch Cactus Jack’s with confidence.
Using Vypr’s agile consumer insights platform, the team could:
- Validate assumptions about their target consumers and demographics
- Run fast product testing on flavour concepts and packaging designs
- Discover unexpected differences in consumer preferences across gender and age groups
- Filter out less effective ideas, consolidating insight and reducing workload
- Sharpen their selling story with real consumer evidence
By combining speed and accuracy, Vypr enabled Fortitude to move from gut feel, to a customer-validated approach, transforming the Cactus Jack’s rebrand into a category-leading relaunch.
The Outcomes: Consumer-Validated Success in Brand Tracking and Product Testing
The relaunch of Cactus Jack’s was a success across both retailers and consumers, with unanimous praise for its fresh new look, flavours, and brand character.
With Vypr’s consumer insights platform, Fortitude Drinks:
Speed to Market
Accelerated time to market with rapid, consumer-backed decisions
Greater Credibility
Strengthened credibility with retailers and wholesalers
Improve NPD Success
Increased innovation success rate by validating flavour concepts
Brand Insights
Used brand tracking insights to align positioning with their target market
Future Proofing Innovation
Built a scalable framework for future FMCG innovation and brand development
Cactus Jack’s isn’t just back – it’s better, bolder, and built to win.
Ready to Transform Your Brand?
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See how Vypr’s product testing tool and brand tracking capabilities can transform your next launch.
