Revl Fruits

A leader in shelf-stable juice, Ocean Spray saw an opportunity to disrupt organic brands which had become a "sea of sameness". The mission was to build a disruptive natural juice brand that would compete with organic without being organic. The disruption strategy merged consumer's emotional and functional needs with competitive positioning whitespace. A spectrum of close-in to far-out concepts were tested using an immersive testing methodology that mimics real-world brand experience. Given the uncertainties of today's world the upbeat and optimistic concept was the clear winner. Consumer feedback included "I want to drink whatever they are selling" and "It's happy and upbeat, the world needs it". The strategy was then brought to life with a bold visual and verbal identity that is contagiously quirky, refreshingly uplifting and unapologetically authentic. After just one year in market, the brand achieved its goal of national distribution in Whole Foods market.