“The whole experience with VRD has gained global visibility. Pepsi’s CDO defined this project as the best done on a global scale in 2012. A very rich experience of teamwork and innovation in the way of making ideas and strategies.”
Nora Mirazon, Innovation Director at PepsiCo Beverages, Brazil.
PepsiCo asked VRD to rethink the future of H2OH! by updating brand values through a new visual expression. The product, a leader in the lightly carbonated soda category in Brazil, was under strong attack from competitors and stuck in a strategic impasse: “how to evolve” without getting lost?
We involved PepsiCo employees and more than 100 consumers who participated in a process that went from research insights to concept, brand architecture definition, and implementation.
The result was not limited only to the complete redefinition of the visual codes, logo, and product labels but also extended to the recoding of the drink itself, redefining transparency and flavors.
The project implementation has been very successful and consolidates H2OH! as the absolute leader of the category in Brazil, pushing the exit from the market in 2015 of the competitor Aquarius Fresh produced by Coca-Cola.
