Rearranged the portfolio of a soft drink brand

how to merge products under the same name, targeting two types of consumers, with DIFFERENT price, design and positioning, without loosing market share?


Popular Product

price oriented


Limited Edition

focused on youth and affluent class


work process

  • competitors analysis
  • co-creatiative sessions with manager level
  • In-depth research with both target: 

. Ethnographic methodology: a day with low class and affluent families taking note of theirs habits and tastes in food, beverage and design.

. In group discussions with mothers from different social classes.


. new visual identity and packaging

. prototype, pre-test with consumers & pilot new packaging

. roll-out support