Posts Tagged ‘Capri Sun’

Articles

Minute Maid Just 10 by Coca-Cola

In Observations & Insights,Products on February 28, 2011 by BrandAndPackageTheProduct Tagged: , , , , , , ,

Minute Maid Just 10 Fruit DrinkTarget: For people who want a juice drink in a pouch.

Key Benefit: Minute Maid Just 10 is the ideal beverage for healthy, hassle-free refreshment anytime.

Reason to Believe: Minute Maid Just 10 is a good source of calcium, contains a full day’s supply of vitamin C, is made with real fruit juice and only has 10 calories.

Brand Positioning Statement:

For people who want a juice drink in a pouch, Minute Maid Just 10 is the ideal beverage for healthy, hassle-free refreshment anytime. That’s because Minute Maid Just 10 is a good source of calcium, contains a full day’s supply of vitamin C, is made with real fruit juice and only has 10 calories.

Personal notes: 1) This is a hard category to compete in. If you don’t believe me, just look at the juice aisle next time you’re at the grocery store. First of all, Capri Sun seems to have the category locked! They have gotten the best shelf space and billboard effect (I’ll talk about “billboard effect” in another posting) of all the juices so unless you’re them, you have a major uphill battle to face. Minute Maid Just 10, however, is trying to go a little more niche and is targeting the demographic that doesn’t want so many calories in their diet. 2) I derived this brand position from examining the package that I bought at the store.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)

Articles

Capri Sun by Kraft

In Products on January 20, 2011 by BrandAndPackageTheProduct Tagged: , , , ,

Target: For children who want a delicious juice drink.

Key Benefit: Capri Sun by Kraft is the juice drink that your kids will love but doesn’t have all the sugar of other drinks.

Reason to Believe: Capri Sun by Kraft has 25% less sugar with no artificial colors, flavors, preservatives or sweeteners.

Brand Positioning Statement:

For children who want a delicious juice drink, Capri Sun by Kraft is the juice drink that your kids will love but without all the sugar of other drinks. That’s because Capri Sun by Kraft has 25% less sugar with no artificial colors, flavors, preservatives or sweeteners.

Personal notes: 1) I love Capri Sun. Who doesn’t? I love especially, now that I’m older and have a little bit better hand-eye coordination, that I can get that little straw in that almost impenetrable hole without it going through the back side or spilling juice all over me, haha. 2) I derived this brand position from examining the package that I bought at the store.

I appreciate comments from anyone and everyone, especially if you’ve worked on this brand before! :)