 |
 # 170 |
Case Study |
|
# 170 |
Case Study |
| Green
Spot
Situation Aseptic
packed fruit juice drinks (in coated paper containers, that need no
refrigeration,
that store liquids safely on the shelf, that you puncture and drink
with
a straw) had been used throughout the world for over twenty years. But,
the FDA wanted to make sure the process was safe before it allowed this
kind of packaging into the US. Now it had approved the process.
Problem Green
Spot had a long history of selling essences and extracts used in soft
drinks
and juices, including aseptic packed juices in other countries,
however,
its key people were not package goods marketers. Now, with their new
aseptic
packaging facility under construction, they were predisposed to
developing
a line of their own. Solution The
Pleasure Pack of Flavors Campaign: The agency had already
produced spots for Green Spot bottled soft drinks for TV and theatrical
media in China, India, |
Indonesia
and other Asian markets. It also knew the U.S. soft drink business at
the
bottler level, as well as at the corporate and brand marketing levels.
It wanted to support its client's best interests, but it could not in
good
faith allow itself to feed false expectations. So, the agency embarked on its own research. It interviewed soft drink buyers throughout California and brought in case/dollar/brand activity from the preceding year for soft drinks as well as juices. It also presented a rationale showing how an aseptic juice line could be self sustaining and profitable on its own without taking on soft drinks. And, it outlined the costs that would accrue if Green Spot were to attempt challenging soft drinks. Then it advanced the thought, that if a juice line were strong enough to earn second placement on the Soft Drink Table, there would be nothing holding it back. The client agreed and the agency moved into creative. Now that the agency had enhanced Green Spot's aseptic marketing plan, it needed to reflect that positioning on the shelf and in an introductory media campaign. The Pleasure Pack of Flavors Campaign was created as both a juice table sectioning strategy and as a branding strategy It had two primary missions: To position the Green Spot Brand on the shelf and in the media with a high mnemonic. And, to introduce and demonstrate the new aseptic packaging concept through the Brand. Line packaging was designed for Grape, Orange, Fruit Punch (regular and diet versions) as well as an isotonic thirst quencher. Flavors could be mixed or matched in threes in any combination to section off the juice table or in promotions to consumers. A product song for TV and radio was developed as an integrating backbone for spots introducing the "pleasure pack of flavors." With musically synchronized sound effects, colored straws could be shown/heard puncturing the aseptic packaging –“1, 2, 3.” A retail sell-in pack offering supermarkets a way to use their co-op allowances to buy :30 radio in conjunction with Green Spot for about 25% the normal rate was also produced. Results Green Spot Packing moved into its brand new aseptic packing plant and began packing for all the aseptic brands including its own. Its Pleasure Pack of Flavors launched after HiC and Ocean Spray had beat them to market, but at the introduction had garnered about 60% representative distribution on the juice tables of California supermarkets. |
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