E
AS
N CO
S UM
PTION
HOW TO INCRE
UI
CE
TH
D’S ORAN L R GE O W J E
Learnings and global positioning
1
WHAT WE DEFEND We’re here to defend the orange juice and increase its consumption worldwide. We are here to identify a value for the orange juice so that people choose it because of its benefits, and because they understand the reasons why they need orange juice in their lives.
Hello, I am a little glass of orange juice. I am the fruit juice people drink most in the world, and this is why they say I am the most popular. Those who drink me every morning will tell you why it is so. 2
I am a shot of natural energy. I am this Monday when you want to keep your life going on with a smile on your face. Because I grow where there is sun and I feed myself from the sun, I am also food. I am natural Vitamin C, A, Fibers, Calcium, Potassium, Magnesium, Phosphorus, Anti-Oxidants, and many other things you never heard about – but you know they are good for your body to face your daily rush. I make your nutrition healthier and better. I am the first step towards a healthier life. I am the vitamins and the nutrients that moved humanity on throughout History. I am balance because I supply the calories you need to survive, and at the same time, I supply strength to burn them out, and only nutrients remain.
I also protect you during winter and prevent endless sneezes. This is not because I have any magical properties, but because I feed you, I help you to feel good, to see yourself in a better light and I allow you to be able to enjoy everything much more intensely. This is probably why you suddenly realize you are singing in the shower, whistling in the elevator, smiling at the bus, or when you simply feel good on any Wednesday afternoon. I am food, I am vitamins, I am healthy, I am prevention, I am a little glass filled with the sun’s energy – or, if you like, I am your little glass of super-fruit. Orange, the real super-fruit.
100% ORANGE THE REAL SUPER-FRUIT Natural Vitamins C and A, fibers, calcium, potassium, phosphorus, anti-oxidants, and the best flavor in a little glass filled with the sun’s energy.
3
the project BRIEF SUMMARY OF THE ENTIRE PROJECT
YES
1
discovery of opportunities a) analysis of primary sources
4
1) immersion and desk research (analysis of all research already conducted in the last 10 years by Tetra Pak and CITRUSBR 2) in-depth interviews: specialists
? 3
NO
have we already discovered why the world’s favorite juice is not growing?
3) in-depth interviews: cultural analysis b) secondary sources 1) periodicals, newspapers, blogs, social networks, google, books, supermarkets, sites, etc. 2) trend reports, such as trendwatching or WGSN
2
check point with client for presenting the report of conclusions from the discovery phase.
4 check point of discoveries with client
4 focus groups by country with extreme consumers
ideas + action plan co-creation workshop with client
STRATEGIC PLANNING DIRECTOR marketing CREATIVE GENERAL DIRECTOR copy + art
CULTURAL ANALYST philosopher + sociologist + antropologist + historian
5 creation of global positioning + concepts + slogan + manifesto
end of project. delivery of the book with all phases
transforming the positioning into tangible ideas adapted to the reality of a country to be defined
NO
end of project. delivery of the book with all phases
? evaluation: do we need to refine the idea with the consumer?
YES
5
co-creation focus group with consumer
GLOBAL ORANGE JUICE PROJECT
CANADA
USA
6
8 Focus on
10
PRIORITY COUNTRIES: USA, Germany, France, UK, China, Japan, Russia and Poland
COUNTRIES
2
BENCHMARK COUNTRIES: Norway and Canada (high per capita consumption)
NORWAY UK
RUSSIA
POLAND GERMANY
FRANCE CHINA
7 JAPAN
What was studied? MARKET ANALYSIS DATA CONSUMPTION
CONSUMERS
Key drivers involved in Orange Juice consumption decrease/increase
Consumers’ habits and attitudes Do consumers perceive a difference between nectars and a 100% juice (price, taste,..)? if the answer is yes, is 100% juice preferred over nectar?
Evolution of other beverage categories (increase/decrease and reasons for it) Share of stomach – comparison between Orange Juice and other beverages
When is Orange Juice consumed? Are there any specific consumption occasions Orange Juice is associated with? (i.e., breakfast,..)
Other beverage competitors
How do Orange Juice consumers react to price in these specific markets?
Household penetration Orange Juice sales by distribution channels
Orange Juice versus other juices and beverages (attention to other juices like apple juice): – identify the W’s: who, when, where, why, why not
How are Orange Juice prices established? Only by the NY exchange?
8
TOTAL - INTERVIEWS
106 INTERVIEWS WITH SPECIALISTS AND CULTURAL ANALISTS IN 10 MARKETS
10 GLOBAL BRANDS
33 LOCAL MARKETS
7 SUPERMARKETS / PRIVATE LABELS
COMMUNICATIONS
BUSINESS STRATEGY
Most effective way to reach consumers (PR, TV, press, point-of-purchase promotions, internet/ social networks, events)
New products development Private label growth Price strategy
Message and story that we should tell them
Market development: in emerging economies and in economies without growth expectations for the next years
Analysis of the orange juice communication and other competitor drinks’ communications (other juices like apple, carrot, multifruit,‌)
CULTURAL ANALYSTS Society values
Pleasure
Comparison to beverages in general
Family values
Nutrition
Youth values. Their role in society
Industrial Food/ Fast Food
Relation with the fruits Relation with orange juice
Women values. Their role in society
Natural Food
Consumption
National and imported products
28 BOTTLERS
8 ASSOCIATIONS
9 OTHER SPECIALISTS 11 CULTURAL ANALYSTS
...apart from the CEOs and Directors of each one of the CitrusBR associates, both in Brazil and abroad.
9
COUNTRIES’ ANALYSIS
CHINA
164
charts
4
Tetra Pak specialists
1
10
UK
150
charts
3
Tetra Pak specialists
1
JAPAN
133
charts
2
Tetra Pak specialists
1
FRANCE
135
charts
2
Tetra Pak specialists
2
cultural analyst
cultural analyst
cultural analyst
cultural analysts
6
6
7
9
companies visited
companies visited
companies visited
companies visited
USA
RUSSIA
POLAND
GERMANY
139
charts
2
Tetra Pak specialists
1
cultural analyst
12
companies visited
117
charts
3
Tetra Pak specialists
1
cultural analyst
4
companies visited
86
charts
4
Tetra Pak specialists
1
cultural analyst
5
companies visited
107
charts
3
Tetra Pak specialists
2
cultural analysts
14
companies visited
THE PROJECT IN NUMBERS
NORWAY
114
charts
Around
More than
of duration
important companies of the sector participating, with one or more interviewees
8 months
3
Tetra Pak specialists
50 of the most
1
cultural analyst
4
companies visited
More than
1,700 charts
only to present the results of the countries analysis and final positioning
106
charts
1
100 interviews
of presentations only to present the countries analysis
with experts from global and local brands, supermarkets, private labels, bottlers, associations and cultural analysts, apart from the Presidents and Directors of each one of the CitrusBR associates, both in Brazil and abroad
More than
Around
of interviews with experts
traversed
More than
CANADA
More than
80 hours
Tetra Pak specialist
1
cultural analyst
3
companies visited
400 hours
135.000 km
11
12
FINDINGS IN THE 10 COUNTRIES STUDIED
? THE PROBLEM: A VARIETY OF FACTORS
13
ANALYSING THE CULTURE
15
16
1. HECTIC LIFESTYLES
2. POOR EATING HABITS
3. OBESITY AND SUGAR
With each passing day we have less time and more commitments. In today’s world, people feel that time goes by faster than before. We are always rushing.
The accelerated pace of our daily lives has done away with real meals, which have been replaced by fast-food.
Sedentary lifestyles and poor eating habits have led to increased obesity, but the culprit is sugar. We outsource our physical effort to machines and work all day sitting, and so become obese. Where hunger has disappeared, there is now obesity and anorexia. If you’re not fat, you’re scared of getting fat.
Most people know they can’t maintain healthy eating habits. They eat what they can eat more quickly.
WE’RE NOT GOING TO CHANGE THESE HABITS. LIFE WILL REMAIN HECTIC, SCHEDULES WILL REMAIN TIGHT AND EATING HABITS WILL REMAIN MOSTLY UNHEALTHY. NEW YEAR RESOLUTIONS ARE BIODEGRADABLE.
ANALYSING THE MARKET
17
1. COMMODITIZATION Private labels have the largest market share in most European countries
18
IN THE UK AND FRANCE, PRIVATE LABELS HAVE MORE THAN 50% OF THE MARKET
IN GERMANY, IT ACCOUNTS FOR 49% OF THE SEGMENT
Source: AIJN 2013 Liquid Fruit Market Report
2. C ENTS MAY BE A DECISIVE FACTOR FOR PURCHASE When we communicate only price, we lose our value In Germany, while prices of other beverages have remained stable or decreased, fruit drink prices have increased, specially during the last years DRINKS PRICES IN EUR/LITRE 1999-2011 AND JAN-MAR 2012 Fruit-based drinks Carbonated Soft Drinks Non-Alcoholic Drinks (Total)
Iced tea Water 0.93 0.89
0,90
0.84 0.77
0,80 0.73
0.73
0.74
0,70 0,60 0,50
0.60
0.60
0.71
0.51
0.51
0.49
0,40 0.42
0.41
0.41
0.40
0.36
0.36
0.36
0.35
0,30
0.81
0.46
0.44
19
0.71
0.69
0.68
0.67
0.54
0.53
0.51
0.47
0.45
0.59 0.55
0.51
0.80
0.39 0.33
0.41
0.30
0.43 0.41
0.28
0,20
0.50
0.49
0.48 0.43
0.41
0.41
0.41
0.42
0.42
0.24
2007
0.26
0.43
0.46
0.48
0.45 0.41 0.42
0.40
0.39
0.24
0.23
0.23
0.23
2008
2009
2010
2011 2012 Jan-Mar
0.23
0,10 0,00 1999
2000
2001
2002
2003
Source: GFK Consumer Scan March 2012
2004
2005
2006
Results: the same categories that saw a price decrease in Germany (such as water and carbonated soft drinks) were the ones to drive growth for the last years, while consumption of juice related drinks has slightly decreased CONSUMPTION OF PACKED BEVERAGES LITRE / PER HEAD Coffee
Juice and Nectars
Tea (herbs+fruits)
Still Drinks
Black tea
Beer
Milk/Milkdrinks
Wine
Water (still+carbonated)
Alcoholic drinks
Carbonated Soft Drinks
20
2007
146
50 24
68
157
98
2008
148
50 24 68
163
103
2009
149
50 25
67
166
107
2010
151
50 26
66
167
2011
151
51 27
65
172
Source: Tetra Pak Compass – Germany
39 32
40 32
110
24 6 754
109
25 6 768
39 29
108
25 6 771
109
38 28
107
25 6 773
113
37 27
105
25 6 779
3. T HE ELDERLY REMEMBER ORANGE JUICE BENEFITS BUT NEWER GENERATIONS DON’T The elderly are most likely to consume the 5 daily portions of fruits and vegetables
TEENAGERS AND YOUNG ADULTS ARE LEAST LIKELY TO ACHIEVE THE 5 DAILY PORTIONS OF FRUITS AND VEGETABLES. Servings of Fruit and Vegetables per day
2004
2007 2.4
ALL CONSUMERS
2.5 2.0
Child 0-5
2.4
21
2.0
Child 6-10
2.0
Child 11-16
2.4 2.2
1.7 1.7
Male 17-24
1.7
Male 25-34
1.9 2.0 2.0
Male 35-44
2.6 2.7
Male 45-64
3.3 3.3
Male 65+ 1.9 2.0
Female 17-24
2.0
Female 25-34
2.3 2.2 2.3
Female 35-44
3.0 3.0
Female 45-64
3.5 3.5
Female 65+ Source: Europe - TNS Worldpanel Usage, March 2008
4. O RANGE JUICE IS LOSING SHARE OF STOMACH TO OTHER BEVERAGES.
5. T HERE IS A SERIOUS PROBLEM WITH OBESITY, AND JUICE IS SEEN AS ONE OF THE ‘VILLAINS’.
Categories such as plain and flavored water, tea, juice blends and fruit based drinks are growing.
22
Source: The Telegraph: “Dentists’ warning on smoothies and juices: popular drinks more acidic than vinegar”, 20 May 2012
6. T HE GOVERNMENT AND SPECIALISTS (SUCH AS NUTRITIONISTS AND DOCTORS) RECOMEND EATING THE WHOLE FRUIT INSTEAD OF DRINKING JUICE.
7. D IVERSITY OF BEVERAGES + NEW NEW THINGS + NEW NEW THINGS + NEW NEW THINGS + NEW NEW THINGS ...
23
8. T HE “CONSUMPTION REASONS” ARE NOT CLEAR the juice is not positioned in the correct consumption occasions and need states
IT’S NOT BUILDING, IT’S COMPETING What everyone communicates: INDULGENCE
TASTE
REFRESHMENT
NATURAL
AN EXAMPLE: REASONS FOR CONSUMPTION IN JAPAN FRUIT JUICES X VEGETABLE JUICES Vegetable 50
40
30
20
10
* IT IS ALSO IMPORTANT TO REMEMBER THAT IN JAPAN ONLY VEGETABLE JUICES HAVE THE AUTHORIZATION TO USE THE “5 A DAY” OFFICIAL LOGO ON PACKAGES
Others
For Mixing
Good for cooking
Habit
Easy taking
Not get tired
Good for Stomach
Healthy
Diet
Get nutrition
Nutritional Balance
Low calorie
Available everywhere
Source : Tetra Pak Research (Japan) 2009
Good for meal
Multiple Tastes
Physically cool
Tasty
Less fatigue
Relaxing
Refreshment
Sleepy
Hunger
0 Thirst Quench
24
VEGETABLE JUICES ARE POSITIONED AS HEALTHY, NUTRITIOUS BEVERAGES, WHILE FRUIT JUICES ARE POSITIONED AS TASTY*
Fruit juice
REASONS TO BUY JUICE % of consumers considering “Very Important” 87%
Taste 67%
Availability
64%
The one my kids like
63%
Quality The one I always buy
57% 49%
Price Brand
46%
How easy to use pack
36%
Long life
35%
25
29%
Environment
27%
Package
1st
2nd
3rd
4th
5th
Taste
Price
Quality
No sugar
Brand
Flavour
Brand
Price
Marketing/publicity
Package (size/type)
Canada
Taste
Quality
Price
Longest expiry date
Fresh chilled/ pasteurized
Egypt
Taste
Quality
Flavour variety
Expiry date
Freshness
Pakistan
Taste
Good for health
Price
Availability
Made from fresh fruits
Quality
Brand
Price
Package (size/type)
One my kids like
Availability
Brand
Price
–
–
Japan
Quality
Taste
Favourite flavours
Price
Brand
Greece
Quality
Taste
Fresh/ chilled
Availability
Flavour
Spain
Taste
Quality
One my kids like
Price
Tastes Available
Russia
Juice content
Flavour
Quality
Good for all family members
Brand
Germany Brazil
Italy Mexico
Source: U&A Studies 2006-2009
NUTRITION?
REFRESHMENT?
NATURE?
26
PURITY?
WE SHOULD NOT FORGET WHAT FRUIT REPRESENTS TO EACH CULTURE
PLEASURE?
FOOD? LIFE?
IN WHICH ATTRIBUTE DO WE STAND ALONE AND NOT COMPETE FOR SHARE OF STOMACH?
NORWAY AND CANADA: BENCHMARK COUNTRIES
27
WHY ARE THEY BENCHMARK COUNTRIES?
1. 1 00% JUICE IS BY FAR THE MOST CONSUMED, since it is perceived as
much better than nectars and fruit flavored still drinks. 2. CONSUMPTION IS CONCENTRATED AT BREAKFAST. 3. PRICE IS NOT A BARRIER. 100% juice is not perceived as expensive
because consumers acknowledge its added value. 4. Drivers are: HEALTHY IMAGE, DELICIOUS AND FRESH. 5. H EALTH IS VERY IMPORTANT because for some time there has been a
28
real need for vitamins during winter, and the government promotes this with the “5 a day” program.
6. SUGAR AND CALORIES are beginning to emerge as a concern with juice, but this is still far from reaching the situation in the USA, and it is still considered a healthy beverage.
7. L eading brands focus their communication ON NUTRITION, HEALTH AND TASTE.
IN THESE COUNTRIES, PEOPLE KNOW THE DIFFERENCE BETWEEN 100% JUICE, NECTARS AND DRINKS. THEY VALUE THE JUICE UNIQUE ATTRIBUTES.
CONSUMPTION OF JUICE IN EUROPE IN LITERS PER CAPITA JUICE
NECTARS 28,2
Norway 23,6
Germany
JUICE DRINKS* 13,0
Russia
12,7
Spain
26,7
Poland
23,1
NL
Sweden
21,5
NL
11,0
Germany
13,6
France
20,6
Germany
10,9
UK
13,0
Italy
10,7
France
19,5
UK Belgium
17,9
Poland
NL
16,9
Turkey
13,4
Poland
8,4
9,0
Spain
7,6
7,6
Sweden
7,3
Ukraine
6,9
Belgium
6,8
6,3
Romania
5,7
Greece
5,4
Spain
10,8
France
Greece
10,8
Sweden
6,1 3,8
Ukraine
6,5
Greece
Russia
6,0
UK
3,1
Russia
1,6
Norway
3,1
Italy
1,6
3,0
Norway
1,0
Ukraine
0,8
2,9
Italy Romania
1,1
Belgium
Turkey
0,6
Romania
Ukraine
0,8
Source: Canadean QBT FY 2010 - “The market for Fruit Juices and Nectars in France”, AIJN Business Session Paris, May 19, 2011
2,1
Turkey
DIFFERENT NEED STATES FOR EACH SEGMENT
2,9
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IN NORWAY, JUICES ARE MORNING BEVERAGES Juice, Nectars and Soft Drinks, packed, bought non-chilled Juice, Nectars and Soft Drinks, packed, bought chilled
Juice, Nectars and Soft Drinks Have drunk Drinking at least occasions once a day
Spot/Home made juice/drinks Fruit shoots/Fruit Smoothies Fruits soups Coridal/Syrups/Concentrates/Mixes AppelMust 2% Nordic (n=2.195)
32%
30%
9% 4%
21%
3%
39%
0.7
4%
44%
0.9
4% Norway (n=500)
45%
19%
6% 2%
30
Drink w/o meal (n= 201)
32%
20%
10% 5%
20% 2% 24%
0.4
6%
3% 2% Drink with meal (n=299)
18%
54%
17% 3%
Breakfast (n=120)
17%
3% 1%
70%
4% 3%
Main meal in day (n=21)
38%
Main meal in afternoon (n=17)
38%
29%
6% 6%
0.5
2%
5% 5%
0.21
51%
0.04
43%
0.03
48%
0.15
47%
0.08
44%
0.02
3%
14%
53%
46%
6% 2% 2%
Snack (n= 82) Main meal in evening (n=45)
22%
4%
51%
16%
2%
2% 7%
40%
49% 2%
Meal replacement (n=14)
43%
21%
7%
21%
7%
0 10 20 30 40 50 60 70 80 90 100 % from the group Basis: Norway - have drunk Juice, Nectars and Soft Drinks or other juice drink Source : Tetra Pak Eating and Drinking 2011. Tetra Pak Norway
IN CANADA, JUICES ARE MORNING BEVERAGES Percent of adults (who consumed in the past month) 100% fruit juice/fruit nectar (n=591) Fruit drink (n=231) Fruit smoothie (n=80) Frozen concentrated (n=113) Cold tea drink (n=206)
74% 26% 24%
Breakfast
42% 3% 25%
Between breakfast & lunch
31
36% 36% 16% 20% 23% 58% 41%
Lunch
33% 59% 25% 46% 46%
Between lunch & dinner
30% 58% 19% 28%
Dinner
14% 33% 33% 26% 35%
After dinner
29% 26% 43%
Source: Beverage Usage & Attitude Study, Tetra Pak (Canada), 2009
Considering the current context, we need to say clearly and directly to the consumers why they should drink orange juice and not other alternative beverages. In this scenario, beautiful and poetic slogans solely will not lead consumers to the purchase decision.
OUR BIG CHALLENGE IS: To answer this question in people’s hearts and minds:
33
WHY SHOULD I DRINK ORANGE JUICE?
The answer will help us
BUILD the strategic planning for
ORANGE JUICE that will guide all marketing actions over the next 10 years
34
We need a clear and unique positioning
WE NEED A POSITIONING for the long term that builds an updated and contemporary image of the Orange Juice in the World, understanding its context, its target and its advantages over competitors (functional and emotional benefits) and the insight and reasons to believe in the product and ultimately in
THE ORANGE JUICE SOUL
35
A CLEAR STRATEGY This positioning will help us to: Define orange juice’s territory. Guide our communication actions as well as day-to-day actions. Steer us away from what we should not do.
37
1.THE ORANGE JUICE CONTEXT what aspects of the context can we use in our favor? MARKET VARIABLES Private label brands are growing and communicating solely price. Only older people recognize the benefits of orange juice Obesity problem and concern with sugar Even so, orange juice is the most famous juice and the world’s favorite. Europeans still remember the “5 a day” campaign – even in countries where it hasn´t been communicated for years
THE PROBLEM OF THE ORANGE JUICE: 38
a) UNIQUENESS: Its unique and true attributes have not been
communicated for years. Communication focuses on:
INDULGENCE TASTE
NATURAL
LIFESTYLES
PURITY
PRODUCTION QUALITY
b) THE FAMOUS SUPER-FRUITS: Exotic fruits (i.e: cranberry,
pomegranate, açaí, etc) claim to offer energy, protection, antioxidants, hydration, nutrition and call attention of consumers. c) NEW NEW THINGS: Every day the offering of flavors and beverages grows.
THE ORANGE HAS BECOME THE LITTLE OLD LADY WHO DOESN’T OFFER ANYTHING NEW
2.THE ORANGE JUICE LEGACY what has made the orange juice famous until today? ASSOCIATIONS The orange is the world’s most famous fruit juice and its image, although weakened among newer generations, is associated with: TASTE SUNLIGHT VITAMIN C (more remote for the younger, but well consolidated amongst the older) NATURAL a strong value for consumers, especially in the food sector. AVAILABLE, ACCESSIBLE (can be found anywhere at any time) BREAKFAST (except in countries like Russia, Poland, Japan and China, in the rest of the world orange juice is associated with breakfast (Western World) HIGH-CALORIE (in recent years orange juice is becoming associated by the media with sugar and calories, especially in the USA and Europe). On the other hand, if it has calories, it provides the ENERGY FOR LIFE.
39
3. COMPETITION When we win, who loses? 2 LITERS: Each person drinks approximately 2 liters of liquid per day. When we opt for a beverage, we are not drinking another beverage, since we are effectively using a share of our stomach.Therefore, we compete directly or indirectly with any liquid that enters the stomach, whether it be coffee, tea, water, milk, beer, soft drinks, etc. POSITIONED IN TASTE AND REFRESHMENT, today orange juice competes with innumerous beverages that do not have the unique benefits and properties that orange does.
40
POSITIONED IN HEALTH AND NUTRITION, vegetable drinks compete primarily in countries where the preference for vegetables is greater (e.g., Japan) POSITIONED IN HEALTH AND WELL-BEING, waters and teas in general are growing worldwide. POSITIONED IN PROVIDING ENERGY, coffee and energy drinks in general are growing worldwide, even though it is only a niche market. DIVERSITY OF NEW BEVERAGES, “NEW NEW THINGS� are constantly being launched, such as Tea-based drinks, Coffee-based drinks, Milk-based drinks, Energy drinks, Flavored water, Traditional beverages (e.g., China), Exotic fruit juices, etc. Each new beverage is launched with a clear positioning to be able to win over space in the stomachs of those consumers being disputed.
4. TARGET Who will be seduced by the orange juice? TODAY Consumption target: Today orange juice consumers are mainly kids and the elderly (because they know its value, even though they may be drinking less due to the calorie and acidity issues). Â Purchase target: mothers They care for their families and take home healthy and delicious things to make their families happy.
TOMORROW We must broaden the target and explain to the shopper WHY THEY SHOULD TAKE HOME ORANGE JUICE TO THEIR FAMILY.
EVERY DAY What should we do to strengthen its image with the target that already consumes it? And what should we do to also attract the 12 to 60 year old age group?Â
ATTITUDINAL TARGET OF THE COMMUNICATION STRATEGY: For everyone who recognizes the importance of having energy, nutrients and vitamins to live better during their daily routines For those who want to compensate for not always having healthy eating habits. For all of these people, ORANGE JUICE
41
5. PERSONALITY AND TONE What beliefs and values represent the orange juice? TONE OF THE COMMUNICATION:
CONSIDERING THE CURRENT COMPETITIVE CONTEXT, AT THIS TIME WE SHOULD SAY DIRECTLY AND CLEARLY WHY CONSUMERS SHOULD DRINK ORANGE JUICE RATHER THAN ANOTHER OPTION.
42
WE WANT TO BE SIMPLE AND DIRECT: Younger generations no longer recognize in orange juice the benefits that previous generations did. That’s why we need to communicate simply and directly to remind consumers why it’s important to drink a glass of orange juice every day.
WE NEED PURE RATIONALISM WITH TOUCHES OF EMOTION FUNCTIONAL: The functional benefits should be very clear and well explained so that consumers once again can recognize what orange juice, and only orange juice, can offer them. We want to explain directly the IMPORTANCE OF ORANGE JUICE TO CONSUMERS’ LIVES. EMOTIONAL: The emotional aspect here is not poetry for poetry’s sake or a joke for a joke’s sake, but rather a lighter and more pleasurable tone for conveying the functional message.
ORANGE JUICE
=
FUNCTIONAL BENEFITS
+
NATURAL
+
TASTY
43 FUNCTIONAL BENEFITS ARE IMPORTANT
NATURALNESS IS IMPORTANT
TASTE IS IMPORTANT
But if the communication focuses only on taste, only on refreshment, only on indulgence, the consumers won´t understand why they should consume orange juice and not other tasty/refreshing beverages. The functional benefits are important, and the naturalness is an advantage over chemically-produced functional drinks.
6. INSIGHT Which truths connect the orange juice to people? NO OTHER BEVERAGE DELIVERS NATURALLY AS MANY BENEFITS AS ORANGE JUICE.
44
THAT IS WHY ORANGE IS THE REAL SUPER-FRUIT.
7. FUNCTIONAL AND EMOTIONAL BENEFITS What does the orange juice offer me that is different? FUNCTIONAL BENEFITS Drinking a little glass of orange juice every day assures me the energy, vitamins and minerals I need to survive my hectic daily schedule. And it is also delicious.
EMOTIONAL BENEFITS With my hectic schedule, I take care of myself and my family by drinking a little glass of orange juice every day to ensure the nutrition and protection I need for the rest of the day. It’s healthy, natural, complete and delicious.
45
DRINK A LITTLE GLASS OF ORANGE JUICE EVERY DAY.
ACCESSIBLE PRICE
WON’T HURT MY STOMACH (ACIDITY)
FEWER CALORIES
200 ml
SHOT OF ENERGY TO FACE THE DAILY RUSH
8. REASONS TO BELIEVE IN THE BENEFITS What is the real reason why consumers should believe in the benefits? FREQUENCY: If we manage to get people to drink a little glass of orange juice every day, we would be satisfied, right? But in order for people to drink a glass every day we must help them understand and answer clearly:
WHY SHOULD I DRINK ORANGE JUICE? Once this is answered, we can work on the stocking issue.
46
WHY SHOULD I DRINK IT
CONSUMPTION OCCASION
MUST STOCK IT
The Orange is the true Super-Fruit, not by the work of some marketing team, but because it’s a work of nature: no other fruit offers so many benefits, combined with a flavor that has won over people from all corners of the world. You don’t have to add anything to the Orange, because in its natural state it has Vitamin C and A, Fiber, Calcium, Potassium, Magnesium, Phosphorous, Antioxidants as well as the energy of the Sun. After all, the Orange only grows and thrives where there is lots of sunshine.
9. THE ORANGE JUICE SOUL The brand’s essence exemplified via a central promise
Have a healthier life with a little glass of 100% orange juice every day
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100% ORANGE
THE REAL SUPER-FRUIT
Natural Vitamins C and A, fibers, calcium, potassium, phosphorus, anti-oxidants, and the best flavor in a little glass filled with the sun’s energy.
If you have questions or comments, do not hesitate to contact CitrusBR by phone +55 11 2769-1205 or email citrusbr@citrusbr.com