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MAPLE TO THE MASSES

UnTapped boiled down to just the right brand at just the right time.

In the 1960s, Mickey Cochran installed a rope tow on his family’s hillside farm. That simple act spawned three generations of elite alpine skiers—and a family culture that revolved around excelling at sport and relishing the Vermont landscape. Decades later, Mickey’s grandchildren started a maple syrup operation on that same hillside.

UnTapped brings those two enterprises—sport and syrup—together. And Press Forward helped build the enterprise from the ground up. We created the name, the branding, and the plaid packaging designed to stand out against a wall of status quo sports nutrition. Together with the Cochrans and the popular professional cyclist Ted King, we launched a successful crowd-funding effort to bring #mapletothemasses. That launch drove sales throughout cycling, skiing, running and active lifestyle markets in an authentic way few new start ups can enjoy. Today,UnTapped is an ongoing athletic nutrition business that’s in Whole Foods Market, REI and over 400 specialty retail stores. The success that UnTapped has enjoyed is the result of what happens when all touch points of a brand are considered from the very outset of a company’s life.