saint




	Task: Launching a juice brand To launch a fruit juice brand for Parle Agro, the largest Indian beverage company. Background: Staying away from bad karmas The Indian market is dominated by fruit nectars � drinks with less than 15% juice content in it. And of course, a couple of biggies like Tropicana and Real who offered 70%-100% juice. A quick study of the market showed us that the juice market was crowded confusing and cut-throat. And the consumer has no clue what he's drinking. Juice percentages and promises were misleading. Even the most educated consuner knew no difference beteen a nectar, a fruit drink and a juice. While the juice market was poised to grow, we realised that staying honest, transparent, high quality and exclusively 100% juice would give the brand a significant edge in the long run. So, Stay honest. Stay clear. Stay nothing but 100%. That was our first suggestion. The client agreed. Process: The path to Sainthood This exercise took us 3 months. Thankfully the starting point was encouraging. The client came back to us with a superior product to work with.. The rest we had to start from scratch. Naming the brand, to designing the packaging, to creating the communication strategy. Naming the brand: To start with we classified all existing brand names in the market. Our study showed us that most juice brands in the market were lurking around 'functional names'. A few under 'Invented names' and Experiential names'. And next to none under 'Evocative names'. The path was clear. We need to come up with an 'Evocative name' that should inspire trust. And capture a divine, wholesome, in short, the most superior 100% juice experience in the market. Saint Juice was born.

	The Packaging : The packaging had to capture the feeling the name evoked. A clear guideline was set for our designers to follow. The visual theme was 'Glorious fruits' The result was a glorious packaging design.

	The Saint packs created quite a buzz in the market. And panic, we hear amongst the competition.

	The Communication: The Saint Juice campaign literally wrote itself. The idea was to glorify the purity of the juice and evoke trust and faith, more than anything else. The campaign was aimed at creating the Saint experience at every touch point. From hoardings, to print ads, to point of purchase posters, to sampling stations and to uniforms of promoters.