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Dar Juices Re-launch
- Client: Sandora
- Agency: PROVID
Background
Dar juices is a brand by Ukraine’s major producer of juices – Sandora. Dar existed for quite a while, but wasn’t in the major focus by the producer due to a bunch of reasons incl. sporadic distribution. The brand was targeting youth, but it didn’t yield sales, its SOM continued to shrink and this trend had to be stopped.
Marketing Objective
To increase Dar SOM from 2,2% to 6%
Approach
Main driver of sales were SKUs in PET bottles. Yet, according to research data, consumers didn’t have Dar in their on-the-go consideration list unlike Biola, Sadochek etc. So the communication objective was to put Dar into this list. Therefore, we decided to refocus the whole communication. This decision was especially correct since “on-the-go” was still an available positioning niche within juices category and it differentiated Dar very well.
Case Study
