Seasonal peak blew up week 1 on Growth: competitor launched 40% off, positions collapsed. FIZZ — premium craft sodas with high AOV. Recovering from negative is harder than starting fresh.
Rebuilt tactic in week 2: upgraded Growth → Scale, added analyst, rewrote buyout scenarios for LF cluster "craft lemonade". Parallel hype emphasizing wishlist (retention). 85 reviews with "family drinking" videos.
By end of month 2 — recovery and new Top-10 for "craft lemonade". DRR −4pp, repeat purchases +42%. Textbook case for the upgrade path.
Weekly timeline
Growth start. Competitor −40%. Positions −18.
Upgrade to Scale. New tactic.
Recovered. +18 in Top-30.
+35 positions, DRR −4pp, repeat +42%.
Cards in project
Not everything went smoothly — lost a position on seasonal peak in week one. Team rebuilt tactic, upgraded to Scale. By end of month 2 — recovery and new Top-10.