🦟 Grand Tongo: Redefining Mosquito Repellent for the Modern Consumer

At Grand Tongo, I stepped in as a go-to-market strategist to help bring a category-defying product to market. A DEET-free, non-greasy, and scent-conscious mosquito repellent, Grand Tongo was poised to disrupt an industry that hadn’t seen innovation in decades—and is now available in Target.

🎯 The Challenge
Traditional repellents were built for function, not experience. Grand Tongo set out to change that. Our mission was to position it as a premium, parent-approved alternative in a sea of sticky, chemical-laden sprays. The opportunity? A better product for a more discerning customer.

🛠 The Strategy
I led the development of Grand Tongo’s Ideal Customer Profile (ICP), identifying our core audience as younger mothers with a high interest in clean, non-toxic household products. From there, I delivered comprehensive go-to-market documentation, including:

• Customer & Market Research: Deep dives into customer preferences, gaps in the current product landscape, and industry stagnation.

• Competitive Analysis: Positioning Grand Tongo against legacy brands like OFF!, highlighting its sensory appeal and clean formula.

• Positioning & Messaging: Framed the product as modern protection that feels good—literally and emotionally.

We pushed for a strong social media strategy, knowing that brand discovery would happen online. We also emphasized retail distribution as critical for scale and validation—recommendations that played a role in landing a major placement at Target.

🤝 My Role
I worked directly with the founder and investor group, delivering insights and GTM strategy through detailed documentation, pitch-ready slides, and iterative feedback sessions. I also advised on web content and social messaging to ensure alignment with our ICP.

💡 Takeaway
Disruption doesn’t always mean louder—it often means smarter.
With a clear audience, differentiated product, and thoughtful channel strategy, Grand Tongo turned a utility product into something people actually wanted to talk about.