“The work experience we are having with VRD has been very constructive and renovating. It has brought assertive results related to innovation values. All started by a thorough mapping based analysis of habits and the identification of relevant brand values. I believe this value-based work is what brought us to encouraging results during consumer testing. It was really a rich experience of team working and ideas renovation”

 

Nora Mirazon - Consumer Engagement & Innovation Director

110
consumers
participated

Involved areas:
Marketing & Innovation
Communication
R&D

Key implemented actions:

  • New brand identity implemented with success at the Brazilian market
  • Extension of the new corporate identity for South American Market.
  • Launch of the 310ml can version.

H2OH! people centred total brand.

Launched in Brazil in 2006, H2OH!, a unique light soda, not only succeeded in conquering the Brazilian market becoming number one brand in the segment, but also defined the new beverage territory of light - low carbonated soda.

In 2011, VRD was called to help Pepsico’s Marketing and Marketing Innovation Team, in re-think the future of Pepsico’s H2OH! identity by up-dating brand values in a new visual expression. The dimension of the challenge was given by the project statement. “H2OH! – evolving intensely” conveyed the idea of projecting the brand into the future, while reaffirming the best thing in its history: its own legacy. Beyond a new identity design, a total brand strategy was involved.

The first course of action in the direction of innovation is to understand the brand, the consumer and the product. The process, including workshops with corporate players, consume diaries, street interviews and co-creation activities, involve more than 100 consumers from different viewpoints.

The project involved the creation of a new brand language. This means a thorough inquiry into meaning that the brand could assume within a given cultural context: by brand mentors; by everyday people; as the product itself and its representativeness at its space of inscription. Experience, memory and imagery are, from VRD’s perspective, the three dimensions in which human reasoning responds depending on the gradation of involvement with the product and its brand. Perceptions and opinions revealing new brand indicators, as the positive associations of H2OH! with the everyday life, as well as the significance assigned to product’s physical and visual manifestations.

A beverage that is neither water nor just another soda, but a kind of guilt-free drink that gives you permission to indulge in flavor – as described by a consumer, “It’s like a salad with mayonnaise dressing: it’s balanced, healthy and tasty”. Conceptual metaphors such as this brought us to the idea of emphasizing the joyful and fun side of the brand.

The new identity starts with a new logo, subtler and yet stronger. It pursues a more contemporary and youthful look by reshaping the brand name composition into a bloc of two lines that increases expressivity and visual impact. H2OH! has found in its new identity a way to be playful with flavor without losing heritage. This is about a dynamic new brand logo that varies according to flavor.

One of the moves towards a more contemporary language also involved questioning the presence of images of fruit. Observing the behavior of these images in products of different kinds, it was possible to notice that fruit images indicate flavor rather than transmitting a product’s promise regarding natural source. Accepting the idea of taking the label beyond fruit images, finding communicative mechanisms capable of indicating effectively the flavor of the drink, in addition to manifesting its natural source, represented the greatest challenge to encountering the ideal label solution.

Expanding the communicative dimension beyond the label itself to the whole product, made us understand that the solution wasn’t only about the graphics for “dressing” the product, but about a communicative dimension within a system, a dialogue involving liquid, body and image, with a message resulting from the convergence of these three levels.

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