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