Reinvigorating a stagnant brand through leadership initiatives
Juices have been losing its relevance due to the healthier juice alternatives, newer RTD options & also higher awareness of sugar in juices.
The task was to arrest the decline and bring relevance back to where juices had belonged earlier.
Power Juice campaign was launched to communicate that juices are not only refreshing, but also highly nutritious. By Positioning Peel Fresh as a
“Power Juice: Refreshingly Nutritious”, it got focus back to benefits and ingredients of Peel Fresh that were forgotten by the consumer.
MARIGOLD Peel Fresh ensures that you and your family are not only refreshed, but you can Live Life Enriched Powered with the benefits of vitamins, anti-oxidants and fruits. The campaign was launched in 2019 through an integrated communication plan that that involved, TVC, digital snackable content, on-Ground Activations and OOH.
Results:. Within 3 months of launch, the decline was arrested. And in 6 months, there was positive growth in value sales for the brand. The campaign is still in progress and these initial results are encouraging.