Current range carried the Golden Circle brand and communicated an “out of touch” and “non differentiated positioning”. It needed more than a “face-lift”!
Created a “healthy alternative to soft drinks” – making Juice Fun, Cool and Relevant to “tweens through to young females”
Took market leadership of this new market segment, with the biggest most successful new product in more than 10 years adding a new range worth approximately $20m annually. This importantly also helped commence the job of evolving the Golden Circle umbrella brand