Development of a drinks brand for Children

The Client
A major FMCG company producing drinking juices.

The Challenge
Our clients aim was to develop a drinking juice brand specifically for children. The brand should have an attractive name for children and appropriately designed packaging. Also, the packaging should be designed to contain only one serving of the drink.

The target consumers of the product were children, while the purchasers of the product would most likely be their parents. Opinions of children and parents in this product category are rarely the same though the child’s attitude to the brand does influence the eventual choice when purchasing.

The Solution
In order to select the best name and packaging from a variety of versions under consideration focus groups were conducted separately with children and with their mothers.

“Children” focus groups (6-8 children) were conducted simultaneously with the “parents” focus groups (6-8 mothers correspondingly) in adjacent rooms. Mothers saw everything that took place in the room with their children via a real time broadcast.

The Business Result
Following recommendations from MASMI the client was able to choose the brand name and packaging, out of tested versions, that had the biggest market potential. They also received recommendations for improvement of the suggested pack in terms of design and production materials.