Nestlé

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.

  Nestle’s Juicy Juice brand has long been known for its commitment to delivering wholesome, nutritious, and fruit-filled juice to kids across America. Their new initiative seeks to reinforce that commitment by helping struggling families have access to that all important part of a healthy diet. Through our partnership with Nestle, we developed the Fruit for All name that defines this important initiative. It captures the fun, playful, “free for all” energy that healthy kids embody, while at the same time making the bold statement that good fruit should be available to ALL children, and that Juicy Juice is committed to making that happen. And the “fruit” emphasis reinforces the brand’s “Fruit Promise” platform – honing a namescape that strategically supports the brand story.