Pente Vuna
Pente Vuna
Pente Vuna
FOOD & BEVERAGE
NEW BRAND DEVELOPMENT
2024
Context
Context
An Australian beverage brand, operating in fruit-based RTD beverages with a focus on low sugar product lines, sought to expand its footprint in India by entering premium opportunity spaces in HORECA and retail.
An Australian beverage brand, operating in fruit-based RTD beverages with a focus on low sugar product lines, sought to expand its footprint in India by entering premium opportunity spaces in HORECA and retail.
Challenge
Challenge
Juices had become highly commoditised in the Indian RTD market. The space was saturated with mutliple global, national and regional players, all offering similar low-sugar benefits. The brand had to establish credibility simultaneously in professional usage and consumer usage with diluting either side.
Juices had become highly commoditised in the Indian RTD market. The space was saturated with mutliple global, national and regional players, all offering similar low-sugar benefits. The brand had to establish credibility simultaneously in professional usage and consumer usage with diluting either side.
Insights
Insights
Indian urban consumers have seen a significant jump in discretionary income over the last few years. This has enabled these aspirational consumers to fulfil some of their indulgence-based desires with greater ease. While juice as a product was commoditised, the experience of indulgence without guilt was still a desire many wanted to satisfy.
Indian urban consumers have seen a significant jump in discretionary income over the last few years. This has enabled these aspirational consumers to fulfil some of their indulgence-based desires with greater ease. While juice as a product was commoditised, the experience of indulgence without guilt was still a desire many wanted to satisfy.
Strategic Output
Strategic Output
The brand was positioned as a premium RTD experience rather than a low-sugar juice alternative. Low sugar was integrated as an enabler of indulgence rather than the main USP.
Focusing on the digital and physical experience, namely the wbesite and packaging, the strategy created a layer of exclusivity for the brand.
The brand was positioned as a premium RTD experience rather than a low-sugar juice alternative. Low sugar was integrated as an enabler of indulgence rather than the main USP.
Focusing on the digital and physical experience, namely the wbesite and packaging, the strategy created a layer of exclusivity for the brand.
