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

X

Limited Edition

focused on youth and affluent class

retro.jpg

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.

deliverables

. new visual identity and packaging

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

. roll-out support