The Brief:
The ask was to reposition Fruit2o Plus for a younger audience while maintaining its approachable, everyday feel. The goal was to modernize the look and tone so the brand could stand out in a crowded energy drink market. The new identity was supported by a launch strategy using PR packages and a music festival activation to drive the rollout.
The Problem:
Fruit2o Plus looked outdated and was often overlooked beside trend driven brands like Celsius and Alani Nu. Its packaging appeared discoloured even when it was not, and the name lacked energy and did not communicate what set it apart from other Fruit2o beverages without caffeine.
The Insight:
Retail visits showed a crowded category with many brands competing for attention. Research found that younger consumers want more than performance, choosing drinks that fit their lifestyle, look good, feel experiential, and match their aesthetic.
The Solution:
The rebrand introduced Fruit2o Boost with bold splash graphics and a cut out style label that create an energetic, refreshing feel. The product moved to a recyclable aluminum can to better align with younger audiences seeking more sustainable packaging. The launch centered on a festival activation where attendees could buy Fruit2o Boost for a chance to access a VIP deck, supported by mini fridge PR packages designed to keep the brand top of mind long after the event.
