To cut through the syrupy sweet sugar water crowding the juice aisle, Nestle’s Juicy Juice developed a new spin on their 100% juice product: made with pure water added, and therefore less sugar, but retaining a much-valued full serving of fruit. The name needed to emphasize fun, refreshing juice, while supporting Juicy Juice’s all-natural and fruit-filled heritage.
Before naming, we honed alignment around key message objectives, ultimately concluding that the full serving of fruit is still the #1 customer motivator; and “fruitful refreshment” was therefore the target takeaway. Fruitifuls was a natural choice, as it clearly accentuates a juice that’s full of fruit. And the play on “beautiful” isn’t only catchy, but it also embodies the playfully refreshing lightness of an all-natural drink with 35% less sugar.