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
Strategy
Brand Equity
SWOT
Positioning
Statement
Strategic
guidelines for
implementation
Main attribute
I Feel Orange
CitrusBR and
Apex-Brasil’s
project, resulted
from the branding
research
BRANDING STUDY
Orange Juice Perceptual Map
CURRENT POSITION
HEALTH
SOCIAL
ACCEPTANCE
PLEASURE
HYDRATION
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
HEALTH
SOCIAL
ACCEPTANCE
PLEASURE
HYDRATION
NUTRITION
BRANDING STUDY
Current Orange Juice Perceptual Map
BRAND PERSONALITY RELATIONSHIP
MODEL:
BRAND PERSONALITY RELATIONSHIP
MODEL:
RESONANCE
FUNCTIONAL
BENEFITS
MOTHERHOOD
RELATIONSHIP
JUDGEMENTS
FEELINGS
• Perceived Quality
• “Good for flu
prevention”
• 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
HABITS AND BRAND ELEMENTS:
• Home: Kitchen/Fridge
• Breakfast
• Color: Orange Gold, Sunshine
• Carton Packaging
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
FUNCTIONAL BENEFITS
BRAND PERSONALITY
RELATIONSHIP MODEL:
RESONANCE
(LOYALTY)
JUDGEMENTS FEELINGS
• Proved performance
• “Good for my
protection”
SENSE OF
LOYALTY: “part
of the good
and simple
things in life”
PERFORMANCE
• Protection (immunity)
• Rich in Vitamins
• Fresh and Pure
• Replenish it’s real value (not
an only ingredient)
• stronger efforts in order to
change current perception
FRIENDSHIP
• Trust: ”always there for me”
• Complicity: present in the
good moments of life”
IMAGERY
• Gathering for good moments
• Outdoor drink
• Color: Orange
• Modern packaging
• On- the- go servings
SALIENCE : Top Mind in Juices (increase image outdoors / other occasions)
PERSONALITY:
• Best friend
• Caring/protective
• Honest and truthful
• Happy
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
SUPPORTIVE
CARING/PROTECTIVE
HONESTY AND TRUST
INTIMACY
IMPOSIVE
COMPLICITY
LOYALTY
‘HOME SWEET HOME’
‘INSIDE’
‘OTHER GENERATION’
‘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
5.
1.
Promote OJ´s –
emotional attributes
– “friendship” and
Disseminate OJ´s Branding
Strategy
“word of mouth”
“trust”
4.
2.
Promote
OJ`s functional attributes
Create partnerships
with bottlers and Juice
associations to
implement branding
strategy
– “protection”
3.
Educate consumers about
OJ´s subcategories
(differences and benefits)
BRANDING STUDY
Conclusions
• Orange juice lives in the past; other beverages have a
better response to people’s lifestyle and to the new
marketing trends, because they’ve 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 don’t reach the consumer = We don’t 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 sector’s survival.
Brazilian Industries
Bottlers
Distributors
Retailers
Consumers
WE NEED TO GET HERE
WE ARE 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
aren’t 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 campaign’s 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
CitrusBR’s 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 doesn’t require huge
investments to cause a positive effect
on the product’s 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 project’s
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
WEBSITE’S
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 website’s 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.
WEBSITE’S
INTELLIGENCE
The analysis of competitors’
strategy is also part of the
website’s 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
audience’s reception to this kind of
content and so on.
I FEEL ORANGE PROJECT
From October 2011 to Current Days
AUDIENCE
For whom?
What?
Inspired
Cool/trendy content. Art,
Entretainment, fun and
design, fashion, culture.
relationships.
Opinion makers.
Trendsetters.
Orange Blog.
How?
Connected
Integrated to offline
actions (Apartamento
magazine/website
experience).
Young people, children
and adults.
Healthy
Positive
Information about
Content that focuses in a
healthy lifestyle, in a
better world.
light, modern language.
Sustainability.
Family, specially young
mothers.
General audience.
Blog with tips on
Games integrated to the
activities, eating and
‘I Feel Orange’ movies.
lifestyle. Other content
Platform of casual
and tools such as a
games.
calorie calculator might
be considered.
Posts on how to make
the world a better place
with simple initiatives.
ACTIONS
Deepening of the content directed to opinion-makers and to the ‘mothers’
audience.
October
• Launch of a new version of the
website and a new fan page on
Facebook;
• Beginning of the ‘moms’ posts;
• Investment in online media.
November
• Launch of the ‘I Feel Orange’ suplement
in Apartamento Magazine and magazine’s
launch party in London
•Special content from the ‘I Feel Orange’
magazine and party on the website;
• New ‘moms’ posts.
December
• 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
• New promotional activities – maintain
focus in London
• Keep appraising brand’s attributes,
maintaining its initial ‘DNA’, following
Red Bull’s strategy
• Keep buying online media -> good
results
Thank you!
Christian Lohbauer – President
cl@citrusbr.com
Larissa Popp Abrahão – Manager of the Apex Project
lp@citrusbr.com
www.citrusbr.com