Mighty Pop
The Challenge
With a well-branded functional beverage industry, Mighty Pop needed to launch their products in the US market with heft and stamina. As the packaging already existed without brand longevity in mind, we were tasked with expanding the creative assets, create brand awareness, and build a platform for Mighty Pop to thrive.
The Scope
Mighty Pop needed brand expansion, messaging, and a launch campaign that spoke to the digestive and immune health as well as have an emotional tie to create a connection with a new audience as they break into the US market.
Designed while at Agency squid
The Solution
We hit the trifecta with our key message “It takes guts to live mighty,” which addresses key product and brand launch points as well as connecting to the audience: brand awareness, emotional tie, and functional product. The primary message gave way to a colorful, energy-fueled, and mighty campaign that speaks to our strategic insight of the consumer.
Consumer Truth
They believe gut health is key to achieving holistic wellbeing and the interest in probiotics achieving this is dramatically growing.
Key Tension
Many probiotic drink options have a strong medicinal, fermentation taste with an artificial/stevia aftertaste.
Consumer Insight
People want an all-occasion carbonated drink that is flavor-forward and refreshing with gut-health benefits.
The Audience
Strategy
While personalization is becoming more important, consumers are shifting their expectations when it comes to products. We found that consumers are overexposed to “clean” and “natural” verbiage as a focal point of messaging, and that the younger generations are in need of a stronger emotional connection to practice brand loyalty.
Opportunity
With a an innovative product, we had an opportunity to offer the consumer something more, something better, and something worth your body. A multi-message was launched to create a connection on a deeper level, and continue that connection through a product that will help them reach their wellness goals.
The shift in consumer behavior supported by the better-for-you space allowed us to reiterate the value of how Mighty Pop can assist the consumer in their wellness journey. All stapled with out primary message of that makes connection points of fueling well, feeling well, and living well.
More to come.