Tata Global Beverages planned to be first to market with a water enhancer product.
Create brands to launch juice caps: a sports cap containing juice concentrate, developed by a third party.
Initially structural design for refillable bottles, growing to: target market definition, consumer research, product concepts, brand concepts, naming, branding, flavour selection, packaging design, research stimulus, launch communication.
Two distinct products, Aquavate Vitamin Caps for adults and Eddy Fruit Caps for kids were developed, successfully tested in a simulated market model and ready for launch when Tata Global Beverages were relocated to Mumbai, ending all European projects.
“21st Century Brands turned a structural design brief into total brand creation, leading the concept development, consumer segmentation, naming, graphics and commercialisation of Project Smash as well as developing two outstanding bottles. The final concepts achieved our highest ever results in a simulated market test.”
Andrew Dobson, Marketing Director, Tata Global Beverages