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D’S ORAN L R GE O W J E

Learnings and global positioning


1

WHAT WE DEFEND We’re here to defend the orange juice and increase its consumption worldwide. We are here to identify a value for the orange juice so that people choose it because of its benefits, and because they understand the reasons why they need orange juice in their lives.


Hello, I am a little glass of orange juice. I am the fruit juice people drink most in the world, and this is why they say I am the most popular. Those who drink me every morning will tell you why it is so. 2

I am a shot of natural energy. I am this Monday when you want to keep your life going on with a smile on your face. Because I grow where there is sun and I feed myself from the sun, I am also food. I am natural Vitamin C, A, Fibers, Calcium, Potassium, Magnesium, Phosphorus, Anti-Oxidants, and many other things you never heard about – but you know they are good for your body to face your daily rush. I make your nutrition healthier and better. I am the first step towards a healthier life. I am the vitamins and the nutrients that moved humanity on throughout History. I am balance because I supply the calories you need to survive, and at the same time, I supply strength to burn them out, and only nutrients remain.


I also protect you during winter and prevent endless sneezes. This is not because I have any magical properties, but because I feed you, I help you to feel good, to see yourself in a better light and I allow you to be able to enjoy everything much more intensely. This is probably why you suddenly realize you are singing in the shower, whistling in the elevator, smiling at the bus, or when you simply feel good on any Wednesday afternoon. I am food, I am vitamins, I am healthy, I am prevention, I am a little glass filled with the sun’s energy – or, if you like, I am your little glass of super-fruit. Orange, the real super-fruit.

100% ORANGE THE REAL SUPER-FRUIT Natural Vitamins C and A, fibers, calcium, potassium, phosphorus, anti-oxidants, and the best flavor in a little glass filled with the sun’s energy.

3


the project BRIEF SUMMARY OF THE ENTIRE PROJECT

YES

1

discovery of opportunities a) analysis of primary sources

4

1) immersion and desk research (analysis of all research already conducted in the last 10 years by Tetra Pak and CITRUSBR 2) in-depth interviews: specialists

? 3

NO

have we already discovered why the world’s favorite juice is not growing?

3) in-depth interviews: cultural analysis b) secondary sources 1) periodicals, newspapers, blogs, social networks, google, books, supermarkets, sites, etc. 2) trend reports, such as trendwatching or WGSN

2

check point with client for presenting the report of conclusions from the discovery phase.


4 check point of discoveries with client

4 focus groups by country with extreme consumers

ideas + action plan co-creation workshop with client

STRATEGIC PLANNING DIRECTOR marketing CREATIVE GENERAL DIRECTOR copy + art

CULTURAL ANALYST philosopher + sociologist + antropologist + historian

5 creation of global positioning + concepts + slogan + manifesto

end of project. delivery of the book with all phases

transforming the positioning into tangible ideas adapted to the reality of a country to be defined

NO

end of project. delivery of the book with all phases

? evaluation: do we need to refine the idea with the consumer?

YES

5

co-creation focus group with consumer


GLOBAL ORANGE JUICE PROJECT

CANADA

USA

6

8 Focus on

10

PRIORITY COUNTRIES: USA, Germany, France, UK, China, Japan, Russia and Poland

COUNTRIES

2

BENCHMARK COUNTRIES: Norway and Canada (high per capita consumption)


NORWAY UK

RUSSIA

POLAND GERMANY

FRANCE CHINA

7 JAPAN


What was studied? MARKET ANALYSIS DATA CONSUMPTION

CONSUMERS

Key drivers involved in Orange Juice consumption decrease/increase

Consumers’ habits and attitudes Do consumers perceive a difference between nectars and a 100% juice (price, taste,..)? if the answer is yes, is 100% juice preferred over nectar?

Evolution of other beverage categories (increase/decrease and reasons for it) Share of stomach – comparison between Orange Juice and other beverages

When is Orange Juice consumed? Are there any specific consumption occasions Orange Juice is associated with? (i.e., breakfast,..)

Other beverage competitors

How do Orange Juice consumers react to price in these specific markets?

Household penetration Orange Juice sales by distribution channels

Orange Juice versus other juices and beverages (attention to other juices like apple juice): – identify the W’s: who, when, where, why, why not

How are Orange Juice prices established? Only by the NY exchange?

8

TOTAL - INTERVIEWS

106 INTERVIEWS WITH SPECIALISTS AND CULTURAL ANALISTS IN 10 MARKETS

10 GLOBAL BRANDS

33 LOCAL MARKETS

7 SUPERMARKETS / PRIVATE LABELS


COMMUNICATIONS

BUSINESS STRATEGY

Most effective way to reach consumers (PR, TV, press, point-of-purchase promotions, internet/ social networks, events)

New products development Private label growth Price strategy

Message and story that we should tell them

Market development: in emerging economies and in economies without growth expectations for the next years

Analysis of the orange juice communication and other competitor drinks’ communications (other juices like apple, carrot, multifruit,‌)

CULTURAL ANALYSTS Society values

Pleasure

Comparison to beverages in general

Family values

Nutrition

Youth values. Their role in society

Industrial Food/ Fast Food

Relation with the fruits Relation with orange juice

Women values. Their role in society

Natural Food

Consumption

National and imported products

28 BOTTLERS

8 ASSOCIATIONS

9 OTHER SPECIALISTS 11 CULTURAL ANALYSTS

...apart from the CEOs and Directors of each one of the CitrusBR associates, both in Brazil and abroad.

9


COUNTRIES’ ANALYSIS

CHINA

164

charts

4

Tetra Pak specialists

1

10

UK

150

charts

3

Tetra Pak specialists

1

JAPAN

133

charts

2

Tetra Pak specialists

1

FRANCE

135

charts

2

Tetra Pak specialists

2

cultural analyst

cultural analyst

cultural analyst

cultural analysts

6

6

7

9

companies visited

companies visited

companies visited

companies visited

USA

RUSSIA

POLAND

GERMANY

139

charts

2

Tetra Pak specialists

1

cultural analyst

12

companies visited

117

charts

3

Tetra Pak specialists

1

cultural analyst

4

companies visited

86

charts

4

Tetra Pak specialists

1

cultural analyst

5

companies visited

107

charts

3

Tetra Pak specialists

2

cultural analysts

14

companies visited


THE PROJECT IN NUMBERS

NORWAY

114

charts

Around

More than

of duration

important companies of the sector participating, with one or more interviewees

8 months

3

Tetra Pak specialists

50 of the most

1

cultural analyst

4

companies visited

More than

1,700 charts

only to present the results of the countries analysis and final positioning

106

charts

1

100 interviews

of presentations only to present the countries analysis

with experts from global and local brands, supermarkets, private labels, bottlers, associations and cultural analysts, apart from the Presidents and Directors of each one of the CitrusBR associates, both in Brazil and abroad

More than

Around

of interviews with experts

traversed

More than

CANADA

More than

80 hours

Tetra Pak specialist

1

cultural analyst

3

companies visited

400 hours

135.000 km

11


12

FINDINGS IN THE 10 COUNTRIES STUDIED


? THE PROBLEM: A VARIETY OF FACTORS

13


ANALYSING THE CULTURE

15


16

1. HECTIC LIFESTYLES

2. POOR EATING HABITS

3. OBESITY AND SUGAR

With each passing day we have less time and more commitments. In today’s world, people feel that time goes by faster than before. We are always rushing.

The accelerated pace of our daily lives has done away with real meals, which have been replaced by fast-food.

Sedentary lifestyles and poor eating habits have led to increased obesity, but the culprit is sugar. We outsource our physical effort to machines and work all day sitting, and so become obese. Where hunger has disappeared, there is now obesity and anorexia. If you’re not fat, you’re scared of getting fat.

Most people know they can’t maintain healthy eating habits. They eat what they can eat more quickly.

WE’RE NOT GOING TO CHANGE THESE HABITS. LIFE WILL REMAIN HECTIC, SCHEDULES WILL REMAIN TIGHT AND EATING HABITS WILL REMAIN MOSTLY UNHEALTHY. NEW YEAR RESOLUTIONS ARE BIODEGRADABLE.


ANALYSING THE MARKET

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1. COMMODITIZATION Private labels have the largest market share in most European countries

18

IN THE UK AND FRANCE, PRIVATE LABELS HAVE MORE THAN 50% OF THE MARKET

IN GERMANY, IT ACCOUNTS FOR 49% OF THE SEGMENT

Source: AIJN 2013 Liquid Fruit Market Report


2. C  ENTS MAY BE A DECISIVE FACTOR FOR PURCHASE When we communicate only price, we lose our value In Germany, while prices of other beverages have remained stable or decreased, fruit drink prices have increased, specially during the last years DRINKS PRICES IN EUR/LITRE 1999-2011 AND JAN-MAR 2012 Fruit-based drinks Carbonated Soft Drinks Non-Alcoholic Drinks (Total)

Iced tea Water 0.93 0.89

0,90

0.84 0.77

0,80 0.73

0.73

0.74

0,70 0,60 0,50

0.60

0.60

0.71

0.51

0.51

0.49

0,40 0.42

0.41

0.41

0.40

0.36

0.36

0.36

0.35

0,30

0.81

0.46

0.44

19

0.71

0.69

0.68

0.67

0.54

0.53

0.51

0.47

0.45

0.59 0.55

0.51

0.80

0.39 0.33

0.41

0.30

0.43 0.41

0.28

0,20

0.50

0.49

0.48 0.43

0.41

0.41

0.41

0.42

0.42

0.24

2007

0.26

0.43

0.46

0.48

0.45 0.41 0.42

0.40

0.39

0.24

0.23

0.23

0.23

2008

2009

2010

2011 2012 Jan-Mar

0.23

0,10 0,00 1999

2000

2001

2002

2003

Source: GFK Consumer Scan March 2012

2004

2005

2006


Results: the same categories that saw a price decrease in Germany (such as water and carbonated soft drinks) were the ones to drive growth for the last years, while consumption of juice related drinks has slightly decreased CONSUMPTION OF PACKED BEVERAGES LITRE / PER HEAD Coffee

Juice and Nectars

Tea (herbs+fruits)

Still Drinks

Black tea

Beer

Milk/Milkdrinks

Wine

Water (still+carbonated)

Alcoholic drinks

Carbonated Soft Drinks

20

2007

146

50 24

68

157

98

2008

148

50 24 68

163

103

2009

149

50 25

67

166

107

2010

151

50 26

66

167

2011

151

51 27

65

172

Source: Tetra Pak Compass – Germany

39 32

40 32

110

24 6 754

109

25 6 768

39 29

108

25 6 771

109

38 28

107

25 6 773

113

37 27

105

25 6 779


3. T  HE ELDERLY REMEMBER ORANGE JUICE BENEFITS BUT NEWER GENERATIONS DON’T The elderly are most likely to consume the 5 daily portions of fruits and vegetables

TEENAGERS AND YOUNG ADULTS ARE LEAST LIKELY TO ACHIEVE THE 5 DAILY PORTIONS OF FRUITS AND VEGETABLES. Servings of Fruit and Vegetables per day

2004

2007 2.4

ALL CONSUMERS

2.5 2.0

Child 0-5

2.4

21

2.0

Child 6-10

2.0

Child 11-16

2.4 2.2

1.7 1.7

Male 17-24

1.7

Male 25-34

1.9 2.0 2.0

Male 35-44

2.6 2.7

Male 45-64

3.3 3.3

Male 65+ 1.9 2.0

Female 17-24

2.0

Female 25-34

2.3 2.2 2.3

Female 35-44

3.0 3.0

Female 45-64

3.5 3.5

Female 65+ Source: Europe - TNS Worldpanel Usage, March 2008


4. O  RANGE JUICE IS LOSING SHARE OF STOMACH TO OTHER BEVERAGES.

5. T  HERE IS A SERIOUS PROBLEM WITH OBESITY, AND JUICE IS SEEN AS ONE OF THE ‘VILLAINS’.

Categories such as plain and flavored water, tea, juice blends and fruit based drinks are growing.

22

Source: The Telegraph: “Dentists’ warning on smoothies and juices: popular drinks more acidic than vinegar”, 20 May 2012


6. T  HE GOVERNMENT AND SPECIALISTS (SUCH AS NUTRITIONISTS AND DOCTORS) RECOMEND EATING THE WHOLE FRUIT INSTEAD OF DRINKING JUICE.

7. D  IVERSITY OF BEVERAGES + NEW NEW THINGS + NEW NEW THINGS + NEW NEW THINGS + NEW NEW THINGS ...

23


8. T  HE “CONSUMPTION REASONS” ARE NOT CLEAR the juice is not positioned in the correct consumption occasions and need states

IT’S NOT BUILDING, IT’S COMPETING What everyone communicates: INDULGENCE

TASTE

REFRESHMENT

NATURAL

AN EXAMPLE: REASONS FOR CONSUMPTION IN JAPAN FRUIT JUICES X VEGETABLE JUICES Vegetable 50

40

30

20

10

* IT IS ALSO IMPORTANT TO REMEMBER THAT IN JAPAN ONLY VEGETABLE JUICES HAVE THE AUTHORIZATION TO USE THE “5 A DAY” OFFICIAL LOGO ON PACKAGES

Others

For Mixing

Good for cooking

Habit

Easy taking

Not get tired

Good for Stomach

Healthy

Diet

Get nutrition

Nutritional Balance

Low calorie

Available everywhere

Source : Tetra Pak Research (Japan) 2009

Good for meal

Multiple Tastes

Physically cool

Tasty

Less fatigue

Relaxing

Refreshment

Sleepy

Hunger

0 Thirst Quench

24

VEGETABLE JUICES ARE POSITIONED AS HEALTHY, NUTRITIOUS BEVERAGES, WHILE FRUIT JUICES ARE POSITIONED AS TASTY*

Fruit juice


REASONS TO BUY JUICE % of consumers considering “Very Important” 87%

Taste 67%

Availability

64%

The one my kids like

63%

Quality The one I always buy

57% 49%

Price Brand

46%

How easy to use pack

36%

Long life

35%

25

29%

Environment

27%

Package

1st

2nd

3rd

4th

5th

Taste

Price

Quality

No sugar

Brand

Flavour

Brand

Price

Marketing/publicity

Package (size/type)

Canada

Taste

Quality

Price

Longest expiry date

Fresh chilled/ pasteurized

Egypt

Taste

Quality

Flavour variety

Expiry date

Freshness

Pakistan

Taste

Good for health

Price

Availability

Made from fresh fruits

Quality

Brand

Price

Package (size/type)

One my kids like

Availability

Brand

Price

Japan

Quality

Taste

Favourite flavours

Price

Brand

Greece

Quality

Taste

Fresh/ chilled

Availability

Flavour

Spain

Taste

Quality

One my kids like

Price

Tastes Available

Russia

Juice content

Flavour

Quality

Good for all family members

Brand

Germany Brazil

Italy Mexico

Source: U&A Studies 2006-2009


NUTRITION?

REFRESHMENT?

NATURE?

26

PURITY?

WE SHOULD NOT FORGET WHAT FRUIT REPRESENTS TO EACH CULTURE

PLEASURE?

FOOD? LIFE?

IN WHICH ATTRIBUTE DO WE STAND ALONE AND NOT COMPETE FOR SHARE OF STOMACH?


NORWAY AND CANADA: BENCHMARK COUNTRIES

27


WHY ARE THEY BENCHMARK COUNTRIES?

1. 1 00% JUICE IS BY FAR THE MOST CONSUMED, since it is perceived as

much better than nectars and fruit flavored still drinks. 2. CONSUMPTION IS CONCENTRATED AT BREAKFAST. 3. PRICE IS NOT A BARRIER. 100% juice is not perceived as expensive

because consumers acknowledge its added value. 4. Drivers are: HEALTHY IMAGE, DELICIOUS AND FRESH. 5. H  EALTH IS VERY IMPORTANT because for some time there has been a

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real need for vitamins during winter, and the government promotes this with the “5 a day” program.

6. SUGAR AND CALORIES are beginning to emerge as a concern with juice, but this is still far from reaching the situation in the USA, and it is still considered a healthy beverage.

7. L eading brands focus their communication ON NUTRITION, HEALTH AND TASTE. 

IN THESE COUNTRIES, PEOPLE KNOW THE DIFFERENCE BETWEEN 100% JUICE, NECTARS AND DRINKS. THEY VALUE THE JUICE UNIQUE ATTRIBUTES.


CONSUMPTION OF JUICE IN EUROPE IN LITERS PER CAPITA JUICE

NECTARS 28,2

Norway 23,6

Germany

JUICE DRINKS* 13,0

Russia

12,7

Spain

26,7

Poland

23,1

NL

Sweden

21,5

NL

11,0

Germany

13,6

France

20,6

Germany

10,9

UK

13,0

Italy

10,7

France

19,5

UK Belgium

17,9

Poland

NL

16,9

Turkey

13,4

Poland

8,4

9,0

Spain

7,6

7,6

Sweden

7,3

Ukraine

6,9

Belgium

6,8

6,3

Romania

5,7

Greece

5,4

Spain

10,8

France

Greece

10,8

Sweden

6,1 3,8

Ukraine

6,5

Greece

Russia

6,0

UK

3,1

Russia

1,6

Norway

3,1

Italy

1,6

3,0

Norway

1,0

Ukraine

0,8

2,9

Italy Romania

1,1

Belgium

Turkey

0,6

Romania

Ukraine

0,8

Source: Canadean QBT FY 2010 - “The market for Fruit Juices and Nectars in France”, AIJN Business Session Paris, May 19, 2011

2,1

Turkey

DIFFERENT NEED STATES FOR EACH SEGMENT

2,9

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IN NORWAY, JUICES ARE MORNING BEVERAGES Juice, Nectars and Soft Drinks, packed, bought non-chilled Juice, Nectars and Soft Drinks, packed, bought chilled

Juice, Nectars and Soft Drinks Have drunk Drinking at least occasions once a day

Spot/Home made juice/drinks Fruit shoots/Fruit Smoothies Fruits soups Coridal/Syrups/Concentrates/Mixes AppelMust 2% Nordic (n=2.195)

32%

30%

9% 4%

21%

3%

39%

0.7

4%

44%

0.9

4% Norway (n=500)

45%

19%

6% 2%

30

Drink w/o meal (n= 201)

32%

20%

10% 5%

20% 2% 24%

0.4

6%

3% 2% Drink with meal (n=299)

18%

54%

17% 3%

Breakfast (n=120)

17%

3% 1%

70%

4% 3%

Main meal in day (n=21)

38%

Main meal in afternoon (n=17)

38%

29%

6% 6%

0.5

2%

5% 5%

0.21

51%

0.04

43%

0.03

48%

0.15

47%

0.08

44%

0.02

3%

14%

53%

46%

6% 2% 2%

Snack (n= 82) Main meal in evening (n=45)

22%

4%

51%

16%

2%

2% 7%

40%

49% 2%

Meal replacement (n=14)

43%

21%

7%

21%

7%

0 10 20 30 40 50 60 70 80 90 100 % from the group Basis: Norway - have drunk Juice, Nectars and Soft Drinks or other juice drink Source : Tetra Pak Eating and Drinking 2011. Tetra Pak Norway


IN CANADA, JUICES ARE MORNING BEVERAGES Percent of adults (who consumed in the past month) 100% fruit juice/fruit nectar (n=591) Fruit drink (n=231) Fruit smoothie (n=80) Frozen concentrated (n=113) Cold tea drink (n=206)

74% 26% 24%

Breakfast

42% 3% 25%

Between breakfast & lunch

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36% 36% 16% 20% 23% 58% 41%

Lunch

33% 59% 25% 46% 46%

Between lunch & dinner

30% 58% 19% 28%

Dinner

14% 33% 33% 26% 35%

After dinner

29% 26% 43%

Source: Beverage Usage & Attitude Study, Tetra Pak (Canada), 2009


Considering the current context, we need to say clearly and directly to the consumers why they should drink orange juice and not other alternative beverages. In this scenario, beautiful and poetic slogans solely will not lead consumers to the purchase decision.

OUR BIG CHALLENGE IS: To answer this question in people’s hearts and minds:

33

WHY SHOULD I DRINK ORANGE JUICE?


The answer will help us

BUILD the strategic planning for

ORANGE JUICE that will guide all marketing actions over the next 10 years

34

We need a clear and unique positioning


WE NEED A POSITIONING for the long term that builds an updated and contemporary image of the Orange Juice in the World, understanding its context, its target and its advantages over competitors (functional and emotional benefits) and the insight and reasons to believe in the product and ultimately in

THE ORANGE JUICE SOUL

35


A CLEAR STRATEGY This positioning will help us to: Define orange juice’s territory. Guide our communication actions as well as day-to-day actions. Steer us away from what we should not do.

37


1.THE ORANGE JUICE CONTEXT what aspects of the context can we use in our favor? MARKET VARIABLES Private label brands are growing and communicating solely price. Only older people recognize the benefits of orange juice Obesity problem and concern with sugar Even so, orange juice is the most famous juice and the world’s favorite. Europeans still remember the “5 a day” campaign – even in countries where it hasn´t been communicated for years

THE PROBLEM OF THE ORANGE JUICE: 38

a) UNIQUENESS: Its unique and true attributes have not been

communicated for years. Communication focuses on:

INDULGENCE TASTE

NATURAL

LIFESTYLES

PURITY

PRODUCTION QUALITY

b) THE FAMOUS SUPER-FRUITS: Exotic fruits (i.e: cranberry,

pomegranate, açaí, etc) claim to offer energy, protection, antioxidants, hydration, nutrition and call attention of consumers. c) NEW NEW THINGS: Every day the offering of flavors and beverages grows.

THE ORANGE HAS BECOME THE LITTLE OLD LADY WHO DOESN’T OFFER ANYTHING NEW


2.THE ORANGE JUICE LEGACY what has made the orange juice famous until today? ASSOCIATIONS The orange is the world’s most famous fruit juice and its image, although weakened among newer generations, is associated with: TASTE SUNLIGHT VITAMIN C (more remote for the younger, but well consolidated amongst the older) NATURAL a strong value for consumers, especially in the food sector. AVAILABLE, ACCESSIBLE (can be found anywhere at any time) BREAKFAST (except in countries like Russia, Poland, Japan and China, in the rest of the world orange juice is associated with breakfast (Western World) HIGH-CALORIE (in recent years orange juice is becoming associated by the media with sugar and calories, especially in the USA and Europe). On the other hand, if it has calories, it provides the ENERGY FOR LIFE.

39


3. COMPETITION When we win, who loses? 2 LITERS: Each person drinks approximately 2 liters of liquid per day. When we opt for a beverage, we are not drinking another beverage, since we are effectively using a share of our stomach.Therefore, we compete directly or indirectly with any liquid that enters the stomach, whether it be coffee, tea, water, milk, beer, soft drinks, etc. POSITIONED IN TASTE AND REFRESHMENT, today orange juice competes with innumerous beverages that do not have the unique benefits and properties that orange does.

40

POSITIONED IN HEALTH AND NUTRITION, vegetable drinks compete primarily in countries where the preference for vegetables is greater (e.g., Japan) POSITIONED IN HEALTH AND WELL-BEING, waters and teas in general are growing worldwide. POSITIONED IN PROVIDING ENERGY, coffee and energy drinks in general are growing worldwide, even though it is only a niche market. DIVERSITY OF NEW BEVERAGES, “NEW NEW THINGS� are constantly being launched, such as Tea-based drinks, Coffee-based drinks, Milk-based drinks, Energy drinks, Flavored water, Traditional beverages (e.g., China), Exotic fruit juices, etc. Each new beverage is launched with a clear positioning to be able to win over space in the stomachs of those consumers being disputed.


4. TARGET Who will be seduced by the orange juice? TODAY Consumption target: Today orange juice consumers are mainly kids and the elderly (because they know its value, even though they may be drinking less due to the calorie and acidity issues).   Purchase target: mothers They care for their families and take home healthy and delicious things to make their families happy.

TOMORROW We must broaden the target and explain to the shopper WHY THEY SHOULD TAKE HOME ORANGE JUICE TO THEIR FAMILY.

EVERY DAY What should we do to strengthen its image with the target that already consumes it? And what should we do to also attract the 12 to 60 year old age group? 

ATTITUDINAL TARGET OF THE COMMUNICATION STRATEGY: For everyone who recognizes the importance of having energy, nutrients and vitamins to live better during their daily routines For those who want to compensate for not always having healthy eating habits. For all of these people, ORANGE JUICE

41


5. PERSONALITY AND TONE What beliefs and values represent the orange juice? TONE OF THE COMMUNICATION:

CONSIDERING THE CURRENT COMPETITIVE CONTEXT, AT THIS TIME WE SHOULD SAY DIRECTLY AND CLEARLY WHY CONSUMERS SHOULD DRINK ORANGE JUICE RATHER THAN ANOTHER OPTION.

42

WE WANT TO BE SIMPLE AND DIRECT: Younger generations no longer recognize in orange juice the benefits that previous generations did. That’s why we need to communicate simply and directly to remind consumers why it’s important to drink a glass of orange juice every day.

WE NEED PURE RATIONALISM WITH TOUCHES OF EMOTION FUNCTIONAL: The functional benefits should be very clear and well explained so that consumers once again can recognize what orange juice, and only orange juice, can offer them. We want to explain directly the IMPORTANCE OF ORANGE JUICE TO CONSUMERS’ LIVES. EMOTIONAL: The emotional aspect here is not poetry for poetry’s sake or a joke for a joke’s sake, but rather a lighter and more pleasurable tone for conveying the functional message.


ORANGE JUICE

=

FUNCTIONAL BENEFITS

+

NATURAL

+

TASTY

43 FUNCTIONAL BENEFITS ARE IMPORTANT

NATURALNESS IS IMPORTANT

TASTE IS IMPORTANT

But if the communication focuses only on taste, only on refreshment, only on indulgence, the consumers won´t understand why they should consume orange juice and not other tasty/refreshing beverages. The functional benefits are important, and the naturalness is an advantage over chemically-produced functional drinks.


6. INSIGHT Which truths connect the orange juice to people? NO OTHER BEVERAGE DELIVERS NATURALLY AS MANY BENEFITS AS ORANGE JUICE.

44

THAT IS WHY ORANGE IS THE REAL SUPER-FRUIT.


7. FUNCTIONAL AND EMOTIONAL BENEFITS What does the orange juice offer me that is different? FUNCTIONAL BENEFITS Drinking a little glass of orange juice every day assures me the energy, vitamins and minerals I need to survive my hectic daily schedule. And it is also delicious.

EMOTIONAL BENEFITS With my hectic schedule, I take care of myself and my family by drinking a little glass of orange juice every day to ensure the nutrition and protection I need for the rest of the day. It’s healthy, natural, complete and delicious.

45

DRINK A LITTLE GLASS OF ORANGE JUICE EVERY DAY.

ACCESSIBLE PRICE

WON’T HURT MY STOMACH (ACIDITY)

FEWER CALORIES

200 ml

SHOT OF ENERGY TO FACE THE DAILY RUSH


8. REASONS TO BELIEVE IN THE BENEFITS What is the real reason why consumers should believe in the benefits? FREQUENCY: If we manage to get people to drink a little glass of orange juice every day, we would be satisfied, right? But in order for people to drink a glass every day we must help them understand and answer clearly:

WHY SHOULD I DRINK ORANGE JUICE? Once this is answered, we can work on the stocking issue.

46

WHY SHOULD I DRINK IT

CONSUMPTION OCCASION

MUST STOCK IT

The Orange is the true Super-Fruit, not by the work of some marketing team, but because it’s a work of nature: no other fruit offers so many benefits, combined with a flavor that has won over people from all corners of the world. You don’t have to add anything to the Orange, because in its natural state it has Vitamin C and A, Fiber, Calcium, Potassium, Magnesium, Phosphorous, Antioxidants as well as the energy of the Sun. After all, the Orange only grows and thrives where there is lots of sunshine.


9. THE ORANGE JUICE SOUL The brand’s essence exemplified via a central promise

Have a healthier life with a little glass of 100% orange juice every day

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100% ORANGE

THE REAL SUPER-FRUIT

Natural Vitamins C and A, fibers, calcium, potassium, phosphorus, anti-oxidants, and the best flavor in a little glass filled with the sun’s energy.


If you have questions or comments, do not hesitate to contact CitrusBR by phone +55 11 2769-1205 or email citrusbr@citrusbr.com



How to increase the world’s orange juice consumption