Posts Tagged ‘Coca-Cola’

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! :)

Advertisements

Articles

Dasani by Coca-Cola

In Observations & Insights,Products on February 26, 2011 by BrandAndPackageTheProduct Tagged: , , , , ,

Dasani by Coca-ColaTarget: For bottled water drinkers.

Key Benefit: Dasani by Coca-Cola is the bottled water that gives you a pure, fresh taste.

Reason to Believe: Dasani by Coca-Cola is enhanced with minerals.

Brand Positioning Statement:

For bottled water drinkers, Dasani by Coca-Cola is the bottled water that gives you a pure, fresh taste. That’s because Dasani by Coca-Cola is enhanced with minerals.

Personal notes: 1) Water. How do you tell the world to “buy our water because its the freshest water around” and have people believe you? Just about every major beverage company has bottled water. There’s Aquafina by PepsiCo, Pure Life by Nestlé, Dasani by Coca-Cola, and the various other private (or near-private) labels on the shelves as well. I have to believe that this is one product area that has got to be REALLY difficult to push. One of the many things Coca-Cola has been great at is selling the Coke “image” in so many ways. One of their most iconic symbols is the shape of their Coke bottle (which they’ve even patented, I believe). I may be mistaken but it appears as though Dasani is even referencing the Coke bottle shape with its own water bottle shape. If that is the case, that’s pretty cool and good job Coke! I would love to know if that was their intent and if they’ve found that it works. 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! :)