jupí

Case study

Jupí: Juiced for inspirationJupí: Juiced for inspiration

Creating a "juice competence" for a CSD producerCSD producer

2.3.2010 www.idealisti.eu 1

Creating a "juice competence” Creating a juice competence for a CSD producer

With international premium players like Rauch and Pfanner on one hand and well established local competitors

ChallengeIn 2001 Kofola has been well established as a brand of local CSD H h d f

What matters in juice? Are you

going to be plike Relax, Toma, and Hello on the other, Jupí needed to develop its own unique proposition, product and brand

CSD. However, the producer of Kofola felt a strong need to broaden its portfolio to be able to appeal more to retail as well as horeca clients and to serve

g gbelieved you can

do well in juice if you are a cola-

portfolio.

SolutionWorking closely with product development specialist in

as horeca clients and to serve the fragmented soft‐drinks need scope better. Even though Santa nápoje ‐ as was the producer called at that time ‐

drink producer? How to “juice”

your customers development specialist in Kofola, we developed a number of "juice stories" for a very broad product portfolio ‐ranging from basic family‐

producer called at that time had historically some experience with producing fruit concentrates (mainly for catering purposes), entering

for insight and get relevant

feedback from th ? ranging from basic family

oriented positioning to premium positioning.

g p p ), gthe competitive juice and juice‐drink category was quite a different challenge alltogether.

them?


Continued on the next page >


Further down the road, we also developed brand names and identities for Kofola's juice brands.

Rather than going into product/concept development straight away, we explored the potential of these narratives

“Kofola was able to develop and market a

The ResultKofola was able to develop and

k t h l f j i

pwith consumers. Consumers were not asked to make the typical product concept "guess work" ("Try to imagine that this

whole range of juice products.”

market a whole range of juice products ‐ starting from Frupper (a juice‐based soft drink) to the premium Snipp (which is now being re‐

sentence and these pictures would turn into juice. How would you feel about it? Would it appeal to you?" etc.), but were encouraged to interact (which is now being re‐

marketed). Some of the brands established themselves as important tactical vehicles (Frupper) while others played a

were encouraged to interact with the stories themselves. Based on the level and quality of interaction each "brand narrative" generated ( pp ) p y

strategic role in creating Kofola's juice competence (Jupí and its concepet of Jupíland).

narrative generated, candidates were chosen for further development and testing.


Continued on the next page >


About Idealisti

Today's ideas will become tomorrow's world

Not only we (still) have ideals but also weNot only we (still) have ideals but also we believe that most of what we experience today and what makes up our world has been here yesterday in a form of an idea.

We believe in the transformative power of thoughts (in the form of brands, for

l ) h lexample), in their power to move also very material and sometimes heavy things like pianos, buildings, cars, jars of face care lotions or even people.

We help create and steer brands – ideas which have the ability to animatewhich have the ability to animate organizations, infuse consumption with meaning and bring about good things to life. We always do it in dialogue with those in charge of brands (which is just about anyone who has ever heard of the brand) and with the notion that all the )ideasbrands will have to compete for their existence in the free arena.


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