Sales of Golden Circle’s range of carbonated juice products were in major decline and if this were not addressed they would soon no longer participate in this profitable segment of the market


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”

  • LOL “text talk for laugh out loud” was created and launched offering kids a “fun, cool juice” experience – at a time when a lot of “fun” products were being banned from schools – including traditional soft drinks
  • new kids carbonated 99% Fruit Juice in a slim-line can – single packs in the Impulse Channel and a multipack in Grocery outlets. Grocery packs were more heavily endorsed by Golden Circle as it retained strong perception of quality and trust amongst Household shoppers – mums!


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


  • Market & Consumer Research
  • Business Case Preparation & Approval
  • Marketing Strategy
  • Sales Strategy – Channel Sales Plans
  • New brand, new identify – Logo, IP Trademarks
  • New Graphic Design
  • New proprietary packaging
  • New slim line packaging required 3rd party production
  • R&D – new recipes
  • Trade presentations
  • POS, Premiums, Trade Presenters