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Nestle Beverage Co. redesigned the packaging for its Libby's Juicy Juice last year to emphasize and more clearly communicate the brand's 100% fruit juice position.

The move, overseen by Bob Campbell, turned out to be a prescient strategy, as labeling became front-page news.

Juicy Juice capitalized on heightened consumer awareness of nutrition as the new federal label laws were taking effect.

The brand's sales increased 38% to $54 million in the first 12 weeks of 1994 compared with the same period the previous year, according to Information Resources Inc.; most other leading brands showed sale declines during that time. Juicy Juice accounts for a 5.6% share of the shelf-stable juice market.

Other leading juice drinks contain sugar and water, and under the guidance of Business Director Mr. Campbell and his forward-thinking team, Juicy Juice made it known that the brand is-and always has been-100% fruit juice.

Also fueling Juicy Juice's sales growth: new advertising, flavors and sizes.

A new print and TV campaign, created by Bloom Agency, Dallas, is targeted to parents and supplements the packaging with a "100% Juice for 100% Kids" theme.

A new "fun size" juice box for toddlers is half the size of most juice boxes. The "fun size" is a response to the growing U.S. toddler population, which has increased 15% over the last 10 years, according to Nestle. New flavors have helped, too, such as an orange punch that's a blend of orange, apple and grape juices.

All in all, they packed a punch.

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