VISUAL BRANDING
Clients Coca-Cola/Glaceau
Challenge
A decline in sales in recent years. Part of this was due to copycats and the health movement. All of this ultimately meant the Glaceau portfolio (vitaminwater, smartwater, and fruitwater) was losing relevancy with the millennial consumer. Glaceau portfolio was in need of a new shopper global toolkit that will launch a new visual identity.
Insight
Millennials love personalization of products or offers.
Idea
Water With An Upgrade
Solution
Give the brand identity a facelift that will set them apart from all the others and be more relevant to the target “working class” millennial.
With a team I’ve led and also jumped in to help, developed a new cohesive look that was applied to the entire portfolio of products and shown how Glaceau should merchandise the entire family under one consistent look and feel while communicating the hydration + benefits message. The design element of two drops brought together represented the hydration + benefits. A global toolkit was developed by channel as well as a sell sheet showing multiple creative executions with strategic messaging and placement to fit each Customer’s personal needs.