Business issue
Just Juice’s brand share and value had eroded over time as the cold drinks market evolved. The client knew innovation was essential to survive, but recognised that simply developing new flavours and formats would not be sufficient. Growth potential could be seen in fizzy drinks, but the client didn’t know whether this was right for Just Juice.
Precise insights
Using NeedScope qualitatively, we explored the dynamics of the cold drinks market, revealing the functional and emotional drivers of brand choice, unmet needs and opportunities in the market.
We identified hybrid fruit juice & lemonade as Just Juice’s best innovation opportunity. Pinpointing the Just Juice brand essence and the emotional benefits of bubbles, guided brand positioning, as well as functional elements such as product and pricing.
Plans for growth
Just Juice Bubbles was successfully launched, with every element capturing the essential values of bubbly, lively fun. This became the company’s most successful new brand launch, with sales and profitability targets exceeded and achieving 35 percentage growth for the portfolio. The launch also successfully helped inject irresistibility into the core Just Juice brand.
For more information please contact Rosie Hawkins.