BRAND BRIEF

BRAND NAME: NESTLÉ FRUITA VITALS

INTRO TO CATEGORY CONTEXT

In Pakistan, approximately 44 billion liters of liquid drinks are consumed, out of which Juices, Nectars & Still Drinks (JNSD) hold about 4
percent share (1.8 billion liters). Within the JNSD category, still drinks account for more than 60 to 70% of the sales volume, while juices &
nectars are considered more exclusive & premium due to the greater fruit content.

COMPETITIVE SNAPSHOT
Juices & Nectars are a small portion of the JNSD category. Given Nestlé’s brand credentials, a continuous investment in an upscale image for its
JN brand and a sustained platform of positivity; NESTLÉ FRUITA VITALS has become a strong force in the local JN scenario. It is the leading JN
brand in the local market since its introduction in the late 90s. Currently, other local main players include FRUITIEN & SHEZAN ALL PURE (apart
from the imported international players which occupy space only in modern trade with a very small share of the premium market). While
FRUITIEN has a similar lifestyle positioning with their tagline ‘Enjoy the Good Things in Life’, SHEZAN ALL PURE has focused in the past on the
functional aspects of purity & freshness. Other brands include SHAKARGANJ ANYTIME (tagline: Cheers to Life) and the latest entrant
CHAUNSA CHAUNSA (tagline: Experience the Real Freshness) by HALEEB FOODS. Although, SHAKARGANJ ANYTIME is trying to create a unique
visual imagery; themes of good times & live life to the fullest have become category generics for all brands apart from NESTLÉ FRUITA VITALS,
which is trying to break the clutter.

BRAND STORY
NESTLÉ FRUITA VITALS the pioneer brand of Juices & Nectars was first introduced under the Nestlé’s brand umbrella, with the TG focused on
youth & young adults. Its first campaign, ‘Rise & Shine to Life’ attempted to establish the brand as a breakfast companion to counter irregular,
impulse purchase and usage of juices and nectars whilst encouraging daily consumption as part of an important meal. Along with a stress relief
and an unwinding theme, its main focus was on functionality with descriptors such as ‘100% Pure Orange Juice, 100% Clear (Apple), 100%
Smooth (Red Grapes &, 100% Rich (Chaunsa) Nectars. Soon, however, the brand moved to a more emotional terrain with its ‘Dil Se’ campaign,
which portrayed relationships & cherished memories with a more natural & fresh visual imagery. It roped in Alia Bhatt & Varun Dhawan in
2012, for its youth centered ‘Get Real’ campaign.

Foreseeing increased prices (currently Rs.165 for 1L); the brand has continuously invested in building an upscale image. In 2013, the brand
started focusing on authenticity & international credentials with the campaign, ‘Real Taste, Real FRUITA VITALS’. Parallel to this, it also started
running its flavor launch campaigns with a royal & upscale theme – Pomegranate (Go Royal), Grape & Kinnow (A Class Apart), Lychee & White
Grape (Premium Super Fruits).

The brand also created two quality campaigns; one with Wasim Akram, which showed the step-by step production process & one with Shaan
Shahid, whose objective was aimed at creating customer awareness to educate & counter fake rumors.

In 2016, NESTLÉ FRUITA VITALS launched its ‘Sip Positive’ campaign, retaining its natural imagery whilst emphasizing on rejuvenation, vitality &
positivity. Recently, it has also started occasion based digital campaigns with emotional messaging, exploring different facets of positivity. Over
the years, the brand has up-scaled not only its package designs but also the formats moving from TBA to TPA and has now become the first
brand in the category to introduce premium plastic bottle format.

REQUIRED TASK
Suggest a relevant, sustainable, differentiated yet own-able communication direction for the next campaign of NESTLÉ FRUITA VITALS.

PRESENTATION FLOW HEADS GUIDELINES

1. Competitive Profile Allotted Time (per group): 15 – 20 Mins. Max.
2. Communication Gap Q &A Session: 05 – 15 Mins. Max.
3. Communication Objective No. of Groups: 04 – 06 Max.
4. Target Group Members (per group): 02 – 05 Max.
5. Insight
6. Brand Proposition
7. Brand Positioning
8. Big Idea
9. Brand Conversations
10. Key Creative Representation

NOTE: The topic heads will have one liner slides and the presenters will be required to keep their deliveries short, crisp, precise and focused to
get their key-message across in minimum possible words, as well as keep the allotted time in consideration.

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