Requirementy
In Ecuador, the coconut derived beverages’ market has been constantly growing during the last years but despite this still doesn’t exist a brand fully consolidated as a leader. The initiative of two young entrepreneurs and their keen analysis of the situation, showed the opportunity to outstand and take control of the +60% of the market that hasn’t been tapped.Therefore, in this occasion we were asked to create a brand name and a campaign for a pure coconut water beverage that would be sold in 375 ml. bottles.
Solution
While we were researching, we found out that coconut water is a worldwide well appreciated product because of its delicate flavor and extraordinary nutrients density. Its high electrolyte count helps the body cells to quickly assimilate them, turning it into a healthier, rehydrating, refreshing and beneficial beverage than any other brand on the market.
After a wide series of surveys that included a variety of name options and considering that you can take advantage of coconut water when it’s in pure state; it was clear that PURAL was the most suitable name for this product.
By analyzing the market and the coconut water benefits, we discovered an approach that hasn’t been explored in the category: the refreshment. This attribute is highlighted in PURAL to differentiate it from the competition and to position it in the market as the ultimate solution for heat. The approved concept was: “Para vivir sin calor debes tomar agua de coco PURAL.” (To live without heat you have to drink PURAL coconut water.), the one that was embodied in the slogan: “La vida sin calor.” (Your life without heat.); and complemented with a packaging label that clearly communicated the pureness of the product.
Result
The product had a huge success among the people whose job consists on: walking for hours on the streets, use public transport and/or sportspeople.
Nowadays the demand is still growing and there are plans to develop new distribution systems.
