The challenge
Just Juice looked to innovation to re-establish brand share and value in an evolving cold drinks market. Growth potential was seen in fizzy drinks – but was this space right for the brand?
Our approach
We used the NeedScope framework to explore the functional and emotional drivers of brand choice in cold drinks, and reveal the best opportunities for an irresistible brand proposition meeting unmet needs.
The insight
Hybrid fruit juice and lemonade represented the strongest opportunity, with bubbles offering important emotional benefits.
Impact
Just Juice Bubbles became the most successful launch in the company’s history, with 35 per cent portfolio growth and every element of the launch built around bubbly, lively fun.
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