Acerola Fruit Drink: From The Country Of Passion

Credits:

Type of Entry: Packaging Design
Category: Non-Alcoholic Drinks
Title: FROM THE COUNTRY OF PASSION
Advertiser/Client: NICHIREI FOODS
Product/Service: ACEROLA FRUIT DRINK
Entrant Company: DRILL Tokyo, JAPAN
Design/Advertising Agency: DRILL Tokyo, JAPAN
Creative Credits
Name Company Position
Morihiro Harano Drill Creative Director
Alex Freund Gravure Llc Creative Director
Noriko Yamada Drill Copywriter
Jun Nishida Drill Copywriter
Hidetoshi Kuranari Dentsu Copywriter
Kazuko Marubashi Dentsu Art Director
Eric Hoffman Eric Hoffman Llc Designer
Noriko Okamoto Dentsu Designer
Yasuo Ogusu Common Design Designer
Rie Kariya Common Design Designer
Makoto Suzuki Common Design Designer
Koji Fujioka Drill Producer
Ryuji Ueno Drill Producer
Osamu Enari Drill Executive Producer
Yuichi Yukawa Dentsu Executive Creative Director
Syuhei Kumazaki Dentsu Account Executive
Kota Kimura Dentsu Account Executive
Details
Brief Explanation:
We transformed the product from an ordinary beverage into a “Daily Beauty Drink for women in their 20s”. We focused on Brazil as the place of origin of acerola fruit and presented a concept of a beauty solution “From the Country of Passion”. We redesigned the brand from the ground up, with everything from the package to the point of sale material informed and inspired by the new Product concept. We then carefully staged the relaunch of the brand first to internal stakeholders, then to the trade and then finally to consumers, to ensure the maximum buzz and support.
Describe the brief from the client:
Acerola Drink is a fruit-based beverage made from acerola fruit from Brazil. The product had been in existence for 20 years and lost its freshness in the rapidly changing market. Specifically, it was confronted with the following two problems. 1) Aging customer base: The core customers buying the product in their 20s and 30s then were now in their 50s. 2) Decreasing retail presence: As the sales declined, Acerola Drink lost shelf space in convenience stores.
Description of how you arrived at the final design:
We didn’t stop at creating a new design for the product. We also created a strategy to ensure the new design should be best presented to consumers at retail outlets. Based on the new design, sales tools were created to improve sales morale and productivity among all stakeholders including the client organization and trade partners.
Indication of how successful the outcome was in the market:
By motivating the internal audience and the trade partners, we successfully helped our client increase shelf space for Acerola Drink by 240% year-on-year, which turned out to be the record high growth rate in the Japanese beverage history. New packaging, strategic approach to publicity, advertising efforts also successfully contributed to new customer acquisition.