Are you GOOD at marketing or are you GREAT at marketing? Here is the key differentiator:
Good Challenger Brands market the solution.Great Challenger Brands market the problem.
All your big efforts should go towards marketing THE PROBLEM!
Especially if the knowledge about the problem is not widespread. For example, did you know that chewing gums contain plastic? Most people don't.
So, if you're a plastic-free chewing gum brand: Spend all your money on letting gum chewers know that they're currently chewing plastic, and why that's an issue.
And don't mix it with your solution. Don't say, "Hey, you're chewing on plastic; do this instead!" Instead, say, "Hey, you're chewing on plastic; here is why that's a problem (...)."
If people learn from you about a problem, they will automatically come back to you for the solution. If you lead with your solution instead, people perceive it as advertising.
People hate advertising, but they love education.