granini
granini – Made for Pleasure
Year: 2018
The Challenge
Granini, a leading juice brand, sought to penetrate the premium segment with a new product line that would captivate discerning consumers seeking high-quality, exotic fruit flavors. The challenge was to develop a product from the ground up – encompassing naming, packaging design, and a comprehensive marketing strategy – that would stand out in a competitive market and resonate with a sophisticated audience.
We conceptualized granini Selection, a premium range of single-fruit juices featuring exotic flavors such as Maracuja, Mango, and Cranberry. The tagline "Gemacht für Genuss" ("Made for Enjoyment") encapsulated the essence of indulgence and superior taste. The packaging design emphasized elegance and quality, with sleek 0.75-liter PET bottles adorned with modern labels and granini's signature "dimples," reflecting the brand's heritage and commitment to excellence.
The How
From inception to launch, our small brand packaging agency spearheaded the project, leveraging my advertising background to extend our services beyond traditional packaging:
Naming, Branding & Claim: The name "granini Selection" was chosen to evoke a sense of exclusivity and premium quality, aligning with the brand's image.
Packaging Design: The bottles featured a modern aesthetic with granini's distinctive "dimples," enhancing shelf appeal and brand recognition.
Marketing Strategy: We developed a cross-media campaign under the slogan "Gemacht für Genuss," including: a Television Commercial produced and scripted to highlight the sensory experience of the juices; Social Media Campaigns; Out-of-Home Advertising in urban centers; Point-of-Sale Promotions with in-store displays and tastings.
The campaign launched on August 6, 2018, achieving over 500 million gross impressions across German markets.
The Outcome
Market Penetration: Rapid distribution across major national retail partners, with the initial flavors achieving top sales per market in their respective segments within months.
Sales Growth: A notable increase in sales volume and revenue, contributing to Eckes-Granini's overall performance in the premium juice segment.
Brand Recognition: The campaign reached a wide audience, enhancing brand visibility and consumer engagement.
Design Accolades: The packaging design and product launch received the German Brand Award and Red Dot Design Award.
Why does it matter?
This project marked a pivotal achievement, demonstrating our agency's capability to deliver comprehensive solutions beyond traditional packaging design. By overseeing every facet – from product development and branding to marketing execution – we successfully introduced a premium product that resonated with consumers and achieved substantial market success. The granini Selection launch exemplifies the power of cohesive branding and strategic marketing in creating a product that not only stands out on the shelf but also captivates and delights consumers.