Cisco | Juice Republic | Think Feel Know

The Business Issue

Develop consumer brand identity for a catering juice product and launch to a defined target market.

The solution

Test the brand values, messages and product appeal to a defined audience on a regional basis in a two-phase direct sampling campaign.

Background

Involvement began just as the brand identity work was completing. Briefed on the key brand messages, the values and the communication strategy, our job was to bring these elements of the brand to life and deliver them to a target market in an increasingly competitive marketplace. The work broke down into two main phases which led to an unplanned third phase.

The campaign

phase 1

Development of branded themed bars positioned at music festival sites.

• Mobile Jukebox
• Beach Bar

Outcome provided evidence of the effectiveness of the branding and key messages; gave indication of popular flavours range helping production planning.

Phase 2

High-street campaign Fruit Juice Cafe

Outcome 3,000 samples dispensed. Customer feedback on issues

Measuring success: Phases 1 & 2

Key Results:
• Brand awareness increased from under 5% to above 60%
• New retail opportunities developed from one outlet to six
• Weekly sales in region up 1,000% since commencement of campaign
• Brand has become a sought after commercial partner with perceived benefits of being associated with the Juice Republic brand

Phase 3

(resulting from phases 1 & 2)

Create a joint initiative for long-term promotion.

Branded Jungle Juice Bars in wildlife tourist attractions. Part of themed area bringing concept of Republic to life.

Expected outcomes:
• Promotion of the brand over a three year period to 1.5 million visitors
• Educational ‘5 a day’ opportunities
• A themed schools pack lunch ‘Have lunch with the Gorilla’s’
• Branded zone within the wildlife parks tour bus which visits most schools in the south east over the course of a year
• On pack promotions – discounted entry to the park
• Animal themed drinks