From branding to the I Feel Orange Project

Presentation to Tetra Pak March, 2012

Support:

BRANDING

BRANDING AND ITS RESULTS

Top Brands branding study on the orange juice

Study
Analysis o f 10 non-alcoholic beverages categories

Positioning
Brand Equity Positioning Statement Main attribute

Strategy
SWOT Strategic guidelines for implementation

I Feel Orange
CitrusBR and Apex-Brasils project, resulted from the branding research

BRANDING STUDY
Orange Juice Perceptual Map
CURRENT POSITION

PLEASURE

HEALTH

HYDRATION

SOCIAL ACCEPTANCE

NUTRITION

BRANDING STUDY
Beverage Categories and their 5 Key Drivers

BRANDING STUDY
Beverage Categories and their 5 Key Drivers

BRANDING STUDY
Beverage Categories and their 5 Key Drivers

BRANDING STUDY
Beverage Categories and their 5 Key Drivers

BRANDING STUDY
Beverage Categories and their 5 Key Drivers

BRANDING STUDY
Orange Juice Perceptual Map

CONCLUSION
Orange juice has a strong positioning in the Health key driver, benefiting from a good perception in Nutrition and Hydration;

The orange juice key drivers focus on the rational decisions (functional benefits);
Pleasure key driver: It is hard for the orange juice to change its perception on all the 5 key drivers, but it could take advantage of the feeling of nostalgia from the good moments, an important compound of the Pleasure driver.

There is an opportunity to enhance the orange juice perception on key driver Social Acceptance (increase of consumption occasions and broadening of the targeted audience).

BRANDING STUDY
Orange Juice Perceptual Map
SUGGESTED POSITION

PLEASURE

HEALTH

HYDRATION

SOCIAL ACCEPTANCE

NUTRITION

BRANDING STUDY
Current Orange Juice Perceptual Map

BRAND PERSONALITY RELATIONSHIP MODEL:

BRAND PERSONALITY RELATIONSHIP MODEL:

RESONANCE FUNCTIONAL BENEFITS JUDGEMENTS

Perceived Quality Good for flu prevention

MOTHERHOOD RELATIONSHIP FEELINGS

Trust Credibility Part of our lives

PERFORMANCE
Prevention: flu and diseases Rich in Vitamin A,C,B6, etc.. Good for everything(?) Fresh and Pure Ingredient for other beverages

IMAGERY
Home: Kitchen/Fridge Breakfast Color: Orange Gold, Sunshine Carton Packaging
HABITS AND BRAND ELEMENTS:

SALIENCE Top Mind in Juices

BRANDING STUDY
Branding Equity Proposal

BRAND PERSONALITY RELATIONSHIP MODEL:

Already consolidated. Focus on protection attributes No need to prove performance

BRAND PERSONALITY RELATIONSHIP MODEL: RESONANCE (LOYALTY)

stronger efforts in order to change current perception

FUNCTIONAL BENEFITS

JUDGEMENTS FEELINGS
Proved performance Good for my protection Trust: always there for me Complicity: present in the good moments of life

FRIENDSHIP

SENSE OF LOYALTY: part of the good and simple things in life

PERFORMANCE
Protection (immunity) Rich in Vitamins Fresh and Pure Replenish its real value (not an only ingredient)

IMAGERY
Gathering for good moments Outdoor drink Color: Orange Modern packaging On- the- go servings

PERSONALITY: Best friend Caring/protective Honest and truthful Happy

SALIENCE : Top Mind in Juices (increase image outdoors / other occasions)

BRAND POSITIONING
Positioning Statement

For people who value the simple but fundamental things of life, Orange Juice is the beverage present at good moments, that protects you, as only your best friends would do.

BRAND POSITIONING
Main Attribute
PROTECTION

FUNCTIONAL BENEFITS

EMOTIONAL BENEFITS

BEST FRIENDS

PERSONALITY EVOLUTION
MOTHER-SHIP FRIEND-SHIP

SUPPORTIVE CARING/PROTECTIVE HONESTY AND TRUST INTIMACY IMPOSIVE HOME SWEET HOME INSIDE OTHER GENERATION

SUPPORTIVE CARING/PROTECTIVE HONESTY AND TRUST COMPLICITY LOYALTY GATHERING AND SHARING OUTSIDE MY GENERATION

BRAND POSITIONING
TARGETED AUDIENCE Abstract

People who value simple but fundamental things in life, specially the
new generation, connected and open to new trends CATEGORY EXTENSION

Orange juice (100% orange juice and nectars)

FUNCTIONAL ATTRIBUTES Protection (immunity)

Highly proved performance

EMOTIONAL AND EXCLUSIVE ATTRIBUTES Best friend (shares the goods moments in life)

Confidence (protects me and it is always with me)

BRAND STRATEGY
Implementation: Guidelines and Strategy
Promote OJs emotional attributes friendship and trust

5.

1.

Disseminate OJs Branding Strategy word of mouth

4.

Promote OJ`s functional attributes protection

2.

Create partnerships with bottlers and Juice associations to implement branding strategy

3.

Educate consumers about OJs subcategories (differences and benefits)

BRANDING STUDY
Conclusions
Orange juice lives in the past; other beverages have a better response to peoples lifestyle and to the new marketing trends, because theyve invested in their images and in new drinking occasions

Consumption is restricted to breakfast and home drinking occasions. Other beverages have managed to extend consumption to other places and parts of the day, thus changing their perceptual maps.
Regarding the functional benefits, there are products that can replace orange juice (i.e., vitamin C capsules) Other traditional beverages have already started to update their images, such as tomato juice, water, milk, etc.

BRANDING STUDY
Challenges: 1. We dont reach the consumer = We dont control the image of the end product In spite of this, the Brazilian industry can (and should) do something to change the orange juice image: while bottlers have many other beverages in their portfolios, which can compensate the decrease of orange juice consumption, the juice is our only product. 2. We have a short budget There are plenty of possibilities to use the alternative media: internet (websites, social media, youtube, facebook, etc) and actions that involve low costs. 3. The Brazilian orange juice industry worries about other equally important problems, such as price volatility and devastating citrus diseases in the orange orchards Consumption fall already affects all members of the Brazilian citrus chain. Even if it is not an urgent matter in the short-term, in the long-term it is crucial to the sectors survival.

Brazilian Industries
WE ARE HERE

Bottlers

Distributors

Retailers

Consumers
WE NEED TO GET HERE

WATER EVOLUTION
PLEASURE HEALTH HYDRATION

SOFISTICATION
SOCIAL ACCEPTANCE NUTRITION

GROWTH OF WATER CATEGORY MORE THAN 15% OF THE TOTAL BEVERAGES

SOCIAL ACCEPTANCE

FUNCTIONAL BENEFITS

EVOLUTION OF ENERGY DRINKS

From night to day

AFTER BRANDING
From Branding to the Project
The update of the orange juice image is the main goal of our project with Apex-Brasil the Brazilian Trade and Investment Promotion Agency. I Feel Orange is the name of this platform which intends to bring the orange juice closer to the younger generations, being perceived as an updated beverage, present in good and fundamental moments of life and always protecting people (as indicated in the branding study)

The first months of the project were dedicated to the construction of a new internet website, to the elaboration of monthly monitoring reports and to interactions in social media. Our goal was to learn more about our competitors and the environment in which we would develop our project, as well as to prepare our digital platform to a more complex stage. After studying and testing the potential of our website and social media interaction, we started a pilot project targeting the UK market.
Support:

PROJECT GOALS

To help updating the orange juice image at a global level. To offer an effective promotion tool, which will also improve relationships within the sector, both at national and international levels.

I FEEL ORANGE PROJECT

From April to September 2011

METHODOLOGY
Analysis of Branding study from Top Brands.
Research on consumption and communication trends, mainly in Europe and the USA. Special focus on the beverage market.

BACKGROUND
Global orange juice consumption is flat or decreasing (world average growth from 2003 to 2010 was -5.3%).

In traditional consumer markets, the consumption decrease was even harder (USA -19.3%, Germany -22.8% and Japan 18%). The number of new beverages multiplies, gaining more and more space in the market.

BACKGROUND
In 2010 orange juice represented 1.5% of total beverages consumption

BACKGROUND

In the beverages market, the traditional orange juice competes with beverages that have updated themselves, such as energy and sports drinks or even bottled water, among others.

DIAGNOSIS
Beverages with higher growth rate arent those that invest more in communication (i.e. carbonated soft drinks).

High-growth segments are the ones that have a well-designed and persistent strategy, aligned with consumption trends of medium and long-term (i.e. bottled water/healthy generation and energy drinks/ connected generation).

CASE STUDY
In 1993, milk sales were stagnated in the USA, though its benefits to health were well-known by consumers. Since 1945, milk was offered at schools and recommended by doctors.

Researches have pointed out that milk was perceived by the new generations was a boring beverage. Its competitors (soft drinks) were investing large amounts in young consumers.
A renewal campaign for the image of the milk, with a very short slogan, was launched and since then it never left the media, helping to reverse the consumption fall process.

In the past, milk was also advertised as a morning beverage

CASE STUDY
Got Milk: the internet as the campaigns main tool

STRATEGY
From 1990 to current days, communications and consumers have changed dramatically. The passive generation, from TV, was succeeded by the connected generation, from the internet and social media.
The global consumer has become more demanding. But also more accessible when respected. It is not possible to advertise OJ in all TV channels, schools and grocery shops. But our campaign can be on every screen of the billion computers and smart phones on the planet. With a simple website and a good digital strategy.

STRATEGY
The connected generation is not only linked through technology. It shares beliefs, causes, philosophies and truly supports brands and products that respect this behavior, by means of consuming or spreading the products campaigns to friends via Facebook, Twitter, Youtube, etc. In Europe and the USA, connected brands have more than consumers. They have followers.

STRATEGY
CitrusBRs project in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil) was an opportunity to start advertising orange juice as a connected brand. Other commodities have already accomplished it, such as the American milk and the coffee from Colombia. Using the internet and the support of international partners, this is a viable goal, that doesnt require huge investments to cause a positive effect on the products image.

STRATEGY
Goal: to place the orange juice as the most popular juice in the world and, mainly, as the most popular juice for the new generation. Building an identity and a direct relationship channel with consumers that are trendsetters and opinionmakers. Our targeted audience are young people and adults who are connected, creative and heavy-users of the modern world communications: internet and social media.

STRATEGY
A simple research on the internet or the streets shows us that orange is not only the name of the most popular juice on the planet. Orange is also an attitude, a symbol of energy, positivity and creativity that people worldwide use to amuse and color their daily lives. This is a valuable discovery. Many brands spend millions in communications to create an attitude like that (such as milk with the Got Milk? campaign). The orange already has an attitude and a global community, in stand by.

STRATEGY
We found a great opportunity to create a global concept for the orange juice and the attitude we want to represent. There is a world-famous sentence that translates a feeling of sadness and melancholy through a color: I feel blue. Our concept will be the positive, creative and optimistic version of I feel blue. It will be a mantra to represent the orange and its attitude, like the Got Milk of the connected generation.

IMPLEMENTATIO N

IFO ON THE WEB

Aligned with the most efficient global communication projects, we have privileged internet and social media. Our website offers information and interesting content about the orange juice in two main categories: The Juice and The Attitude.

In The Juice we divulge nutritional data, health tips, recipes and drinks, besides a brief history of the orange fruit and juice.
In The Attitude we reveal the influence of the orange color in design, fashion, arts, music and for the young and creative generation.

Website ifeelorange.com

Website ifeelorange.com

Website ifeelorange.com

Website ifeelorange.com

Website ifeelorange.com

SOCIAL MEDIA
When the I Feel Orange website was launched it was already connected to the main social media: Facebook and Twitter. Besides helping to spread the content of our website, social media have permitted our team to study and monitor our audience.

Afterwards, the team started to interact with users in a language proper to social media, encouraging them to access the projects website. With this acquired expertise in social media, the I Feel Orange project has grown to use all the potential of the internet, with new actions designed to the public on Facebook, Twitter and blogs.

The Characters

Phill

Lisa

CHARACTERS

The characters Phill and Lisa Orange are part of an orange family whose members are the official ambassadors of the I Feel Orange brand. Besides being the leading figures in movies and games, they have their own profiles on Facebook to interact with the audience.

 The 3D movie The Rise of Master of Juices was launched in June ,2011

WEBSITES INTELLIGENCE
More than a website connected to social media, the ifeelorange.com platform works as a business intelligence tool. Each month a monitoring report about social media (Facebook, blogs, Twitter) is released. The information gathered will help to analyze the websites receptivity and to classify and monitor different orange juice consumers and website users, as well as to find interesting topics to be covered on the website and opportunities for strategic action, among other possibilities.

WEBSITES INTELLIGENCE
The analysis of competitors strategy is also part of the websites intelligence.

The main online campaigns for the orange juice were identified in order to define their practices, which of their initiatives brings more results, how do brands advertise orange juice, what is the audiences reception to this kind of content and so on.

I FEEL ORANGE PROJECT

From October 2011 to Current Days

AUDIENCE
Inspired Connected Healthy
Information about healthy lifestyle, in a light, modern language.

Positive
Content that focuses in a better world. Sustainability.

What?

Cool/trendy content. Art, design, fashion, culture.

Entretainment, fun and relationships.

For whom?

Opinion makers. Trendsetters.

Young people, children and adults.

Family, specially young mothers.

General audience.

Orange Blog.

Blog with tips on Games integrated to the I Feel Orange movies. Platform of casual games. activities, eating and lifestyle. Other content and tools such as a calorie calculator might be considered. Posts on how to make the world a better place with simple initiatives.

How?

Integrated to offline
actions (Apartamento magazine/website experience).

ACTIONS
Deepening of the content directed to opinion-makers and to the mothers audience.

October

November

December

Launch of a new version of the

website and a new fan page on Facebook; Beginning of the moms posts; Investment in online media.

Launch of the I Feel Orange suplement

in Apartamento Magazine and magazines launch party in London Special content from the I Feel Orange magazine and party on the website; New moms posts.

Launch of the first online game; Investment in online media; New posts by character Lisa
Orange (written by a blogger in London).

NEW WEBSITE
Adjustment to new audience segmentation and new content

APARTAMENTO MAGAZINE
Focusing on the cool audience (opinion makers), we have accomplished our first action outside virtual world. The I Feel Orange project gained its own supplement in Apartamento Magazine, November/2011 edition.
The I Feel Orange supplement has two main parts: one is artistic, with illustrations by Jody Barton , inspired in the juice; and the other dedicated to recipes using OJ, by the Italian girls from the food collective Arabeschi di Latte.

APARTAMENTO MAGAZINE

DJ Kei Fish .Arabeschi di Latte.Rebel Dining Society .Apartamento Magazine.Jody Barton

Another action along with Apartamento Magazine was the sponsorship of the launch party of the nov/2011 edition in London. The party was all inspired in the I Feel Orange concept and the food collective Arabeschi di Latte was responsible for the creation of the menu (made with recipes contained in the supplement). Our target-audience were the opinion makers.

MOMS AUDIENCE
Interaction with Blogs: weekly exclusive content by known mom bloggers with a good audience. Our briefing is Get Inspired by Orange.

LISA ORANGE
Lisa Orange is the main character of the campaign, once the female audience is more worried about their health and eating, besides participating from the orange juice purchasing process in a more active way. They also interact more on social media. Lisa's posts are written by a blogger in London. The character mock-up strolls through London streets and gives tips on nice pastime activities, eating, design, etc.

MOMS AUDIENCE
In order to attract not only mothers but also their children, we created games and movies starring the characters of the campaign. Game IFO: the first game was customized with the visual of the movie Pirates of Scurvy (released previously).

ONLINE MEDIA
Some months after the beginning of the project we started investing monthly in online media, focusing on the moms audience. This plan has two goals: repercussion and engagement.

The channels where we have chosen to advertise were selected according to its relevance and affinity with the targeted audience: young mothers interested in health, well-being and eating.

NEXT STEPS
The I Feel Orange project in 2012

The agreement with Apex-Brasil will be

renewed for 2 more years in May 2012 focus in London

New promotional activities maintain Keep appraising brands attributes,

maintaining its initial DNA, following Red Bulls strategy results

Keep buying online media -> good

Thank you!
Christian Lohbauer President cl@citrusbr.com
Larissa Popp Abraho Manager of the Apex Project lp@citrusbr.com www.citrusbr.com