Blog / Note 04
A juice brand relaunched with one position instead of four.
One clear position on pack turned a flat sell-out trend upward after the relaunch.
The brand made four claims on one pack, and shoppers could not say what it stood for. We chose one position, rebuilt the brand architecture around it, and redesigned the pack and point-of-sale material.
Exhibit 04FMCG
- Situation
- Four competing claims on pack; shoppers could not say what it stood for.
- Decision
- One positioning, new architecture, redesigned pack and POSM.
Sell-out, indexed; values withheld. Source: retail audit, anonymised.