Somewhere along the way, the juice aisle got all ‘pure’, ’honest’, and, quite frankly, ‘holier than thou’ boring. Did someone forget that fruit is fun? And although Simply Squeezed is market leader, it’s what’s happening beyond the supermarket that inspired the shift. Juice bars are pumping, smoothies are rocking and flavoursome. The brand needed a dash of this juice bar vibe. To bring a smile to the lips as well as a glass each morning. Now while we’ve always known the product is good, the logo and label didn’t tell this hands-on story. The name kind of says it all. We wanted to make it the hero, rather than a pile of oranges. So we gave it a bit of hopping and skipping, and it seems like drinkers love that attitude nearly as much as they love the delicious product. Just goes to show you can teach an old brand new tricks.
