Freshening a Juice Brand’s Product Mix for Category Expansion and Master Brand Longevity.

BUSINESS OBJECTIVE:
Help a major fruit juice brand offset six years of steady category declines* by creating new products that would unlock expansion opportunities and fill multi-year pipelines spanning several sub-categories.

HUMAN-CENTRIC MISSION:
Better meet consumers’ evolving tastes and preferences by giving them the freedom to enjoy fruit juice without worrying about sugar, empty calories and other perceived drawbacks.

OUR APPROACH:

Determine current perceptions of the brand to identify where it has a right to win and what equities must be maintained in new products.
Develop robust strategic innovation platforms and leverage them to create a wide spectrum of cross-category new product ideas.
Utilize proprietary Hive and Future Force research tools for consumer vetting and optimization of lead ideas in preparation for quantitative testing.

THE OUTCOME:
Seed developed 12 fully optimized concepts plus 30 additional ideas to fill the brand’s 3-5 year pipeline, ultimately helping the client successfully expand into one of the fastest-growing segments in the beverage category and initiate the implementation of a master brand portfolio strategy.

Source: Nielsen Scantrack – AMC: Annual 2011-2016

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Freshening a Juice Brand’s Product Mix for Category Expansion and Master Brand Longevity.

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