Brand Re-Positioning


A top-tier soft drink company felt that its key brand was losing its core message and emotional connection to its consumer.


The brand needed a re-positioning message and image, which would solidify its connection to current users, while becoming more relevant and exciting to new users.


After a series of in-depth focus groups, we recommended a branding message of 'More Than Meets the Eye'.  It included a tribute to the parent brand on the inside: authentic, genuine, pioneering and creative AND a more body-conscious image on the outside: attractive, slim, fashion-forward.


Management and bottlers were extremely enthusiastic about the new messaging, and incorporated the strategy into their advertising and publicity campaigns.  Awareness, likeability and sales increased, offering the brand a modern aura to its traditional values.

For additional information, contact Debra Holstein at 914-645-5073 or