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