Category
Beverage
Country
USA
Year
2012
Category
Beverage
Country
USA
Year
2012
Category
Beverage
Country
USA
Year
2012
The Challenge
42 competing juice brands. Cappy (juice brand) was losing on taste, price, and shelf presence — with both volume and operating income in decline, despite the category growing at 25% CAGR.
42 competing juice brands. Cappy (juice brand) was losing on taste, price, and shelf presence — with both volume and operating income in decline, despite the category growing at 25% CAGR.
The Approach
Led a full re-engineering program anchored on three bets: (1) focused portfolio on 4 core flavors (60% of volume) and reformulated for superior taste at a lower price; (2) transitioned to in-house hot-fill production with full-sleeve PET — transforming shelf presence; (3) relaunched with a full integrated IMC campaign to rebuild brand awareness and trial.
Led a full re-engineering program anchored on three bets: (1) focused portfolio on 4 core flavors (60% of volume) and reformulated for superior taste at a lower price; (2) transitioned to in-house hot-fill production with full-sleeve PET — transforming shelf presence; (3) relaunched with a full integrated IMC campaign to rebuild brand awareness and trial.
The Results
3X
Sales Growth in Y1
Sales Growth in Y1
6X
Operating Income vs. PY
#1
Juice Brand