JUICY MONSTERS by Interbrand Group for FEST-IN

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JUICY MONSTERS

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Industry Juice
Media Design & Branding
Market Mexico
Agency Interbrand Group
Released January 2011

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: FEST-IN
Product/Service: JUICE
Agency: INTERBRAND MEXICO
Date of First Appearance: Feb 1 2011
Entrant Company: INTERBRAND MEXICO, Mexico City, MEXICO
Senior Designer: Lilian Jimenez (Interbrand)
Senior Consultant: Paulina Lezama (Interbrand)
Media placement: 6 Aluminum Can Samples - Grocery Stores And Convenience Stores - February 2011

Describe the brief from the client
Grupo Herdez-Del Fuerte, a leading packaged goods company in Latin America, identified a business gap within the Mexican juice category. Currently other brands target either adults or young children; hence there was a clear market opportunity to engage 9-12 year old kids (Tweens).

To address this opportunity, the Group decided to reposition one of its existing juice brands, Fest.in, to generate attractiveness and relevance with Tweens. The complete marketing mix was reevaluated and redefined, from the product and packaging, to the branding proposition, to the name, visual, and verbal identity, and how to bring it to life on pack.

Describe the challenges and key objectives
The key challenge was the need to appeal and engage with Tweens, while ensuring parents approved the brand given its natural ingredients.

Describe how you arrived at the final design
We identified that engaging Tweens and making them feel the brand was created uniquely for them was the key to building relevance with this age group. The characters' abstract design and the product descriptors build on the incongruous humour kids find appealing. The product’s natural ingredients were highlighted as part of the description which gives parents reassurance, along with the Herdez endorsement. The small tin can makes it ergonomically attractive and playful for the age group and practical for parents (no spills, falling, etc.).
Fest.in's new look is expressive and clear, creating a closer connection with its key audiences.

Give some indication of how successful the outcome was in the market
Our work not only met the client’s objectives, but also surprised the market with its unique creativity. Even though Fest.in was only recently launched, the brand is catching the public’s attention by delivering a trendy, innovative image.

Fest.in’s brand manager said, “There hasn’t been one person who doesn’t like the brand new image”; “Several stores that didn’t want Festin before, are now asking us to supply them”; “The moment they saw the new image, they wanted it in their stores”.

Fest.in is the first brand to push the category forward, expressing a new way of communicating juice benefits.