1. Case study
Jupí: Juiced for inspiration
Creating a "juice competence" for a
CSD producer
2.3.2010 www.idealisti.eu 1

2. Creating a juice competence
Creating a "juice competence”
for a CSD producer
What matters in With international premium
Challenge players like Rauch and Pfanner
juice? Are you In 2001 Kofola has been well on one hand and well
g g
going to be established as a brand of local established local competitors
p
CSD. However, the producer of
CSD H h d f like Relax, Toma, and Hello on
believed you can Kofola felt a strong need to the other, Jupí needed to
do well in juice broaden its portfolio to be able develop its own unique
if you are a cola- to appeal more to retail as well proposition, product and brand
as horeca clients and to serve
as horeca clients and to serve portfolio.
drink producer? the fragmented soft‐drinks
How to “juice” need scope better. Even though Solution
your customers Santa nápoje ‐ as was the Working closely with product
producer called at that time
producer called at that time ‐ development specialist in
development specialist in
for insight and had historically some Kofola, we developed a number
get relevant experience with producing fruit of "juice stories" for a very
concentrates (mainly for broad product portfolio ‐
feedback from catering purposes), entering
gp p ), g ranging from basic family
ranging from basic family‐
them?
th ? the competitive juice and juice‐ oriented positioning to
drink category was quite a premium positioning.
different challenge alltogether.
Continued on the next page >
16.4.2008 www.idealisti.eu 2

3. Creating a juice competence
Creating a "juice competence”
for a CSD producer
“Kofola was Rather than going into Further down the road, we also
product/concept development developed brand names and
able to develop straight away, we explored the identities for Kofola's juice
and market a p
potential of these narratives brands.
whole range of with consumers. Consumers
were not asked to make the
juice products.” typical product concept "guess
The Result
work" ("Try to imagine that this Kofola was able to develop and
sentence and these pictures market a whole range of juice
k t h l fj i
would turn into juice. How products ‐ starting from
would you feel about it? Would Frupper (a juice‐based soft
it appeal to you?" etc.), but drink) to the premium Snipp
were encouraged to interact
were encouraged to interact (which is now being re‐
(which is now being re‐
with the stories themselves. marketed). Some of the brands
Based on the level and quality established themselves as
of interaction each "brand important tactical vehicles
narrative generated
narrative" generated, ( pp )
(Frupper) while others played a
p y
candidates were chosen for strategic role in creating
further development and Kofola's juice competence (Jupí
testing. and its concepet of Jupíland).
Continued on the next page >
16.4.2008 www.idealisti.eu 3

4. Creating a juice competence
Creating a "juice competence”
for a CSD producer
About Idealisti
Today's ideas will become
tomorrow's world
Not only we (still) have ideals but also we
Not only we (still) have ideals but also we
believe that most of what we experience
today and what makes up our world has
been here yesterday in a form of an idea.
We believe in the transformative power
of thoughts (in the form of brands, for
example), in their power to move also
l ) h l
very material and sometimes heavy
things like pianos, buildings, cars, jars of
face care lotions or even people.
We help create and steer brands – ideas
which have the ability to animate
which have the ability to animate
organizations, infuse consumption with
meaning and bring about good things to
life. We always do it in dialogue with
those in charge of brands (which is just
about anyone who has ever heard of the
)
brand) and with the notion that all the
ideas­brands will have to compete for
their existence in the free arena.
16.4.2008 www.idealisti.eu 4