Polar refreshment from the tetrapak
Beverages Granador wants to position itself as an innovative fruit juice brand with the launch of the Liquid table drink.
Beverages Granador aims to position itself as an innovative fruit juice brand with the launch of the table drink Liquid. Nestlé Wellness, Nendaz Citron, Rhäzünser Plus: various new launches demonstrate the growing consumer demand for beverages with added value. While the mineral water industry is adding flavors to its still and sparkling waters, fruit juice producers are adding water to their drinks. The most recent example is the grande dame of fruit juice producers, Granador AG. The company, based in Hitzkirch, Lucerne, has built up fruit juice expertise over the course of its more than 100-year history and today, according to its own statements, occupies a podium position among Switzerland's branded fruit juices. At the end of October, Granador is launching a new product, Liquid. Produced on a water basis and with a fruit juice content of between 20 and 30 percent, the drink will be marketed in four flavors with a refreshing effect. The introduction of Liquid is part of a repositioning of the Granador brand as an innovative fruit juice brand. The new product line, which will initially be distributed via Coop stores in the Zurich/Central Switzerland area, also features the brand's revised logo.
The Liquid concept is not entirely new. Last spring, Migros launched its own brand Xotica, a table drink with fruit juice content in the lower percentage range. In addition, our northern neighbors have been drinking Punica for almost thirty years. "Liquid is not so much the answer to Xotica or Punica, but to consumer demand for such drinks," counters Romano Strebel, consultant at Jung von Matt/Limmat (JvM). The Zurich agency developed the creative strategy for the Liquid launch together with Granador.
As Granador Liquid is placed on the shelf next to the fruit juices, the aim of the public campaign was to clearly distinguish the new product as a refreshing drink from the rather heavy fruit juices. The JvM creative team led by CD Michael Rottmann dramatizes this consumer benefit in a very exaggerated way: sweaty people cool themselves with penguins. "Stop the penguin abuse! Refresh yourselves with Liquid", demands the claim, whose typeface at first glance does indeed evoke associations with an animal welfare organization. "The subjects are structured in such a way that the only logical solution in the end can only be the consumption of liquid," says Rottmann, explaining the "detour via the penguin". In addition to the posters and advertisements, which will be used at the beginning of November, Rottmann says that teaser campaigns will also be carried out in the sports environment and on TV shows. According to the CD, people in the audience will cool themselves with fabric penguins.
102 years of thirst quenchersThe Granador Group was founded in 1902 as the Lucerne Fruit Processing Cooperative. Half a century later, the company began producing sweet drinks and, in 1970, fruit juices.
Today, the company's core competencies lie in the development, production and marketing of its own branded products as well as the production of beverages for other brands in the beverage industry. In 2003, the Granador Group achieved net sales of around CHF 79 million and an annual production of 134 million liters.
In the first half of this year, net sales (37.9 million) were around 7% lower than in the previous year. The management sees the reason for this in the tense market conditions and the poor weather compared to last year's record summer.
However, Granador expects sales to return to the previous year's level by the end of the current year. New bottling orders and, not least, the new launch of Granador Liquid should contribute to this. (sk)
Jung von Matt/Limmat had a bird - a penguin - when they created the Liquid campaign for Granador >> page 8
A good tip if you don't have a penguin to hand: Liquid campaign by Jung von Matt/Limmat.
Simone Keller
The Liquid concept is not entirely new. Last spring, Migros launched its own brand Xotica, a table drink with fruit juice content in the lower percentage range. In addition, our northern neighbors have been drinking Punica for almost thirty years. "Liquid is not so much the answer to Xotica or Punica, but to consumer demand for such drinks," counters Romano Strebel, consultant at Jung von Matt/Limmat (JvM). The Zurich agency developed the creative strategy for the Liquid launch together with Granador.
As Granador Liquid is placed on the shelf next to the fruit juices, the aim of the public campaign was to clearly distinguish the new product as a refreshing drink from the rather heavy fruit juices. The JvM creative team led by CD Michael Rottmann dramatizes this consumer benefit in a very exaggerated way: sweaty people cool themselves with penguins. "Stop the penguin abuse! Refresh yourselves with Liquid", demands the claim, whose typeface at first glance does indeed evoke associations with an animal welfare organization. "The subjects are structured in such a way that the only logical solution in the end can only be the consumption of liquid," says Rottmann, explaining the "detour via the penguin". In addition to the posters and advertisements, which will be used at the beginning of November, Rottmann says that teaser campaigns will also be carried out in the sports environment and on TV shows. According to the CD, people in the audience will cool themselves with fabric penguins.
102 years of thirst quenchersThe Granador Group was founded in 1902 as the Lucerne Fruit Processing Cooperative. Half a century later, the company began producing sweet drinks and, in 1970, fruit juices.
Today, the company's core competencies lie in the development, production and marketing of its own branded products as well as the production of beverages for other brands in the beverage industry. In 2003, the Granador Group achieved net sales of around CHF 79 million and an annual production of 134 million liters.
In the first half of this year, net sales (37.9 million) were around 7% lower than in the previous year. The management sees the reason for this in the tense market conditions and the poor weather compared to last year's record summer.
However, Granador expects sales to return to the previous year's level by the end of the current year. New bottling orders and, not least, the new launch of Granador Liquid should contribute to this. (sk)
Jung von Matt/Limmat had a bird - a penguin - when they created the Liquid campaign for Granador >> page 8
A good tip if you don't have a penguin to hand: Liquid campaign by Jung von Matt/Limmat.
Simone Keller
