Safeguarding a premium brand’s position in a discount orientated market.
The children’s drinks category is saturated by private label brands. Fruit Shoot, a relatively new entrant, faced an impossible choice: focus on building its brand and sacrifice volumes to the overwhelming and cheaper competition, or fight the promotions battle and risk fading quickly into obscurity. They chose the former. Armed with a slight differentiation in the packaging, the brand needed a direction to boost awareness, both for the brand and for its proposition.
The bottle cap was adapted from those on sports drinks; it enabled drinking on-the-go. Based on this, BSUR created a brand concept that would appeal to both kids and their parents: go explore. Fruit Shoot inspired countless kids to indulge in their imagination, to go out into the world and explore. Parents felt pride seeing their children take on the world on their own terms. Thanks to the branding and communication, Fruit Shoot became a purpose-driven brand. Awareness for the brand and its values had skyrocketed, resulting in rapid growth for the company.