{"id":1677,"date":"2024-03-21T10:57:00","date_gmt":"2024-03-21T10:57:00","guid":{"rendered":"https:\/\/vrdresearch.com\/?post_type=project&#038;p=1677"},"modified":"2024-03-27T15:28:28","modified_gmt":"2024-03-27T15:28:28","slug":"h2oh-2","status":"publish","type":"project","link":"https:\/\/vrdresearch.com\/it\/project\/h2oh-2\/","title":{"rendered":"H2OH!"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull has-primary-background-color has-background is-layout-constrained wp-container-core-group-is-layout-9e02112a wp-block-group-is-layout-constrained\" style=\"margin-bottom:0;padding-top:var(--wp--preset--spacing--70);padding-right:0;padding-bottom:var(--wp--preset--spacing--60);padding-left:0\">\n<div class=\"wp-block-group project-quote is-layout-flow wp-block-group-is-layout-flow\" style=\"padding-bottom:var(--wp--preset--spacing--60)\">\n<h2 class=\"wp-block-heading has-secondary-color has-text-color has-max-48-font-size\">\u201cL&#8217;intera esperienza con VRD ha ottenuto visibilit\u00e0 globale. Il CDO di Pepsi ha definito questo progetto come il migliore a livello globale nel 2012. Un&#8217;esperienza molto ricca di lavoro di squadra e innovazione nel modo di elaborare idee e strategie.\u201d <\/h2>\n\n\n\n<h2 class=\"wp-block-heading has-secondary-color has-text-color has-large-font-size\">Nora Mirazon, Direttore dell&#8217;Innovazione presso PepsiCo Beverages, Brasile.<\/h2>\n<\/div>\n\n\n\n<figure class=\"wp-block-image size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"69\" src=\"https:\/\/vrdresearch.com\/wp-content\/uploads\/2023\/10\/pepsico-logo-300x69.png\" alt=\"\" class=\"wp-image-793\"\/><\/figure>\n<\/div>\n\n<div class=\"wp-block-group alignfull contenuto-centrale is-layout-constrained wp-container-core-group-is-layout-fd821a17 wp-block-group-is-layout-constrained\" style=\"padding-top:var(--wp--preset--spacing--80);padding-right:0;padding-bottom:var(--wp--preset--spacing--80);padding-left:0\">\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-cd6a0e38 wp-block-columns-is-layout-flex\" style=\"padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:120px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>PepsiCo ha chiesto a VRD di ripensare il futuro di H2OH!, aggiornando i valori del marchio attraverso una nuova espressione visiva. Il prodotto, leader nella categoria delle bibite leggermente gassate in Brasile, era sotto forte attacco da parte dei concorrenti e bloccato in un impasse strategico: &#8220;come evolvere&#8221; senza perdersi?<\/p>\n\n\n\n<p>Abbiamo coinvolto i dipendenti di PepsiCo e pi\u00f9 di 100 consumatori che hanno partecipato a un processo che \u00e8 andato dalle intuizioni della ricerca al concetto, alla definizione dell&#8217;architettura del marchio e all&#8217;implementazione.<\/p>\n\n\n\n<p>Il risultato non si \u00e8 limitato solo alla completa ridefinizione dei codici visivi, del logo e delle etichette del prodotto, ma si \u00e8 esteso anche al ricodificare la bevanda stessa, ridefinendo trasparenza e sapori.<\/p>\n\n\n\n<p>L&#8217;implementazione del progetto \u00e8 stata molto riuscita e ha consolidato H2OH! come l&#8217;assoluto leader della categoria in Brasile, spingendo alla fuoriuscita dal mercato nel 2015 del concorrente Aquarius Fresh prodotto da Coca-Cola.&#8221;<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-left:var(--wp--preset--spacing--80)\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1970\" height=\"2560\" src=\"https:\/\/vrdresearch.com\/wp-content\/uploads\/2023\/10\/3-scaled.jpg\" alt=\"\" class=\"wp-image-784\"\/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignfull is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cb-carousel alignfull project-carousel\" data-slick=\"{&quot;slidesToShow&quot;:3,&quot;slidesToScroll&quot;:1,&quot;speed&quot;:300,&quot;arrows&quot;:true,&quot;dots&quot;:false,&quot;autoplay&quot;:false,&quot;autoplaySpeed&quot;:3000,&quot;infinite&quot;:true,&quot;responsive&quot;:[{&quot;breakpoint&quot;:769,&quot;settings&quot;:{&quot;slidesToShow&quot;:1,&quot;slidesToScroll&quot;:1}}]}\">\n<div class=\"wp-block-cb-slide\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"545\" src=\"https:\/\/vrdresearch.com\/wp-content\/uploads\/2023\/12\/15-2-1024x545.png\" alt=\"\" class=\"wp-image-942\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-cb-slide\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"788\" src=\"https:\/\/vrdresearch.com\/wp-content\/uploads\/2024\/02\/9-1024x788.png\" alt=\"\" class=\"wp-image-1141\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-cb-slide\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"772\" src=\"https:\/\/vrdresearch.com\/wp-content\/uploads\/2023\/12\/8-1024x772.png\" alt=\"\" class=\"wp-image-940\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-cb-slide\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"682\" src=\"https:\/\/vrdresearch.com\/wp-content\/uploads\/2023\/12\/14-2-1024x682.png\" alt=\"\" class=\"wp-image-944\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-cb-slide\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1923\" height=\"1449\" src=\"https:\/\/vrdresearch.com\/wp-content\/uploads\/2023\/12\/8-1.png\" alt=\"\" class=\"wp-image-946\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-cb-slide\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/vrdresearch.com\/wp-content\/uploads\/2023\/12\/13-2.png\" alt=\"\" class=\"wp-image-948\"\/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"featured_media":1683,"parent":0,"template":"","meta":{"_acf_changed":false,"_seopress_robots_primary_cat":"","_seopress_titles_title":"H2OH! - Progetti - VRD | We Unleash Business Innovation","_seopress_titles_desc":"PepsiCo ha chiesto a VRD di ripensare il futuro di H2OH!, aggiornando i valori del marchio attraverso una nuova espressione visiva.","_seopress_robots_index":""},"tags":[29,39],"area":[18,16],"service":[37],"class_list":["post-1677","project","type-project","status-publish","has-post-thumbnail","hentry","tag-home","tag-home-it","area-case-light","area-food-beverage","service-total-brand-packaging"],"acf":{"project_sottotitolo":{"simple_value_formatted":"People-Centred Total Brand Meaning","value_formatted":"People-Centred Total Brand Meaning","value":"People-Centred Total Brand Meaning","field":{"ID":376,"key":"field_64e300bff7af5","label":"Project Sottotitolo","name":"project_sottotitolo","aria-label":"","prefix":"acf","type":"text","value":null,"menu_order":0,"instructions":"","required":0,"id":"","class":"","conditional_logic":0,"parent":375,"wrapper":{"width":"","class":"","id":""},"default_value":"","maxlength":"","placeholder":"","prepend":"","append":"","wpml_cf_preferences":2,"_name":"project_sottotitolo","_valid":1}}},"_links":{"self":[{"href":"https:\/\/vrdresearch.com\/it\/wp-json\/wp\/v2\/project\/1677","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vrdresearch.com\/it\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/vrdresearch.com\/it\/wp-json\/wp\/v2\/types\/project"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vrdresearch.com\/it\/wp-json\/wp\/v2\/media\/1683"}],"wp:attachment":[{"href":"https:\/\/vrdresearch.com\/it\/wp-json\/wp\/v2\/media?parent=1677"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vrdresearch.com\/it\/wp-json\/wp\/v2\/tags?post=1677"},{"taxonomy":"area","embeddable":true,"href":"https:\/\/vrdresearch.com\/it\/wp-json\/wp\/v2\/area?post=1677"},{"taxonomy":"service","embeddable":true,"href":"https:\/\/vrdresearch.com\/it\/wp-json\/wp\/v2\/service?post=1677"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}