The juice category was suffering, pressure from lobbyists regarding the sugar content (albeit natural), cost of living driving a reduction in discretionary purchases along with low profitability given retailer margins and high cost of goods. If you add to this a new entrant which placed competitive pressure it created a big challenge for this iconic juice brand.

What we did

With the stark financial reality as well as competition for internal investment, a disruptive plan was required to re-launch and re-engineer the brand.
A multi-pronged strategy was developed to re-invest in the brand, comprising of brand purpose and positioning, packaging and design as well as margin accretive innovation, all requiring cross functional engagement and buy into the plan given significant impact across the supply chain.

The business committed to the reinvestment recommendation:

• Move to transparent packaging and bold redesign, including first company adoption of 50% rPET to deliver above category sustainability commitments
• ‘Full fruit’ innovation; withholding more of the fibre in the juicing process
• Brand positioning connected to the strategy against the reinvigorating benefit of the brand bringing ‘Life in every drop’