Edamama
CASE STUDY
Edamama is revolutionizing the pasta market with their innovative, bean-based pasta that combines exceptional taste, high nutritional value, and guilt-free indulgence. Packed with protein and fiber, Edamame pasta offers a healthier alternative to traditional options.
1 Introduction
Edamama Pasta reached out to us with a clear challenge: how to break through a market dominated by traditional wheat-based pasta and introduce their innovative bean-based alternative to a wider audience. With concerns around price perception and unfamiliarity, they needed a strategy that would not only educate consumers but also highlight the superior nutritional value and unique benefits of their product.
2 The Problem
Edamama faced the difficult task of breaking into a market dominated by traditional wheat-based pasta while addressing key barriers: unfamiliarity with bean-based pasta, a higher price point, and skepticism around its value. They needed a way to educate consumers, redefine perceptions, and position their product as a must-have for health-conscious food lovers, all while keeping acquisition costs manageable and scaling profitably
3 Our Solution
At Swave, we knew the solution wasn’t just about promoting generic USPs. Instead, we focused on creating Unique Selling Tribes and Identities. Differentiating the brand with overused claims like "gluten-free" wasn’t going to resonate—it’s like trying to sell a snowmobile to a penguin.
We shifted the narrative from product features to building a tribe of health-conscious individuals who crave both flavor and nutrition. Through in-depth customer insights, we crafted messaging and creatives that connected with their aspirations and lifestyle, positioning Edamama as something they want to be part of—not just a choice they feel obligated to make.
To address price perception and product unfamiliarity, we created educational and aspirational campaigns that highlighted the superior quality, taste, and health benefits of Edamama. By aligning the product with consumer values and leveraging storytelling, we effectively engaged the audience, built loyalty, and scaled the brand for long-term success.