JUICEBURST

The Challenge

JUICEBURST has been growing steadily. Through its focus on schools, it has achieved strong brand awareness and taste and health associations among a 16–24-year-old audience.

The business wanted to understand how it could garner broader brand appeal to accelerate and drive long-term growth.  

The Solution

Purity had already undertaken a significant piece of quantitative research through an independent insight/creative agency to assess the needs in the soft drinks category, the key benefits consumers were looking for and how Juice Burst ranked against these. 

We took the output of this research and worked with the insight/creative agency to develop attitudinal audience personas which reflected the key needs in the category that JUICEBURST could competitively meet. We then worked with them to develop brand positioning concepts which we tested in focus groups to get to a clearly defined positioning and target attitudinal audience for the brand.

Using this work, we then developed a full marketing strategy including strategic direction for pricing, distribution strategy, product and packaging development, communications and creative.

Working with our partner Total Media, we developed quantifiable attitudinal media audiences based on TGI data. This allowed us to move JUICEBURST from a 16-24-year-old demographic audience of 6m people to an attitudinal audience of 25m who are more likely to buy as their needs and attitudes fit the benefits of JUICEBURST. We were able to develop channel and media plan recommendations accordingly.

Following on from the strategic work we ran workshops with the brand team to identify the key initiatives for the next year to deliver growth against this strategy. 

As an extension to the original project, we are currently supporting the team in an interim/transitionary capacity to develop their in-year brand plans and activity to implement the strategy.

The Impact

Juice Burst is now able to set a higher long term growth ambition given the bigger/broader audience opportunity identified through the project.

The team also has a clear strategy and direction for how they need to evolve all areas of the brand – communications, creative, price, distribution strategy and product and packaging to engage this audience. 

Services Used

• Working with existing research and insight
• Audience identification, sizing, and segmentation
• Marketing strategy and 4Ps framework (product, price, communications and creative, distribution)
• Media and channel strategy
• Brand planning and implementation
  

“We enlisted the help of Atalante as we were in the process of recruiting a Head of Marketing and needed some senior level, strategic support to develop the brand strategies in the interim.

Atalante have helped us to get to a strong place and create the strategic framework we needed to develop plans and activities ongoing. They have also acted as part of our internal team rather than as a outside agency or consultant. They have brought the marketing team on the journey through interactive workshop sessions and offered coaching and training along the way. This has meant the team felt part of the process and gained skills to be able to manage this kind of work themselves in the future.”