WHAT WAS HAPPENING:
Simply Beverages is the market leader in chilled fruit drinks, built on a promise of delivering the freshest, most homemade taste. But anti-sugar culture hit this market, accelerating an already declining category. At the time, simplicity in an overcomplicated world was actually an insight. But after 17 years of romancing the fruit, it was clear that we needed to understand the role of the brand with people. And with aging target, increasing costs and look-alike brands Simply needed to find a new connection to consumers. 

WHAT I DID: I examined what intangible value the brand provided people. I believe that by understanding this value exchange we can build new and more meaningful experiences. And while consumers won't credit orange juice with helping them throughout their day, they tend to recall those consumption occasions with moments of everyday simplicity and purity. We evolved the campaign strategy so that Simply became a key player in those moments, savoring them as you would Simply beverages.

THE RESULTS: Cemented Simply as the number-one chilled juice brand.Aged down the brand and added a 25% increase in unaided awareness in the first year. New creative that scored in the top 99th percentile in copy testing, and elevated Simply to the #2 most recognized Coke brand, only behind the flagship Cola. We grew market share despite price increases and further category erosion. Opened the aperture for the brand to enter new categories.