How do we make apple juice more relevant to adult consumers?
business market analysis product marketing food trend analysis health branding
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Our company has been pressing apples and making apple juice for generations. All of the apple juice we make is pure, not from concentrate, pressed from local apples and sold shelf-stable, not chilled.

We sell our apple juice in four different pack sizes: 1 liter (our best-selling format), a 5-pack of 7-ounce juice boxes, a 128 ounce jug, and a 46 ounce bottle.

The primary consumer of apple juice has traditionally been kids. Concern around the sugar content of juice, along with the ageing population and households having fewer kids has led to apple juice declines in recent years.

Apple Juice is loaded with health benefits that are relevant to adults, yet it has never been directly targeted or promoted to them. The pure and local nature of our apple juice is on trend with the today’s adult consumer.

Note: Solutions with alcohol are not compatible with our brand.

Deliverables

How can we make apple juice more relevant to adult (18+) consumers? In your response, address the following questions:

  1. Why do you believe apple juice is not popular among adults?
  2. After gaining an understanding of the health benefits of apple juice, do you believe adults would be more inclined to regularly purchase apple juice?
  3. What can we do to make more adults interested in consuming our apple juice? We are specifically interested in your marketing ideas, from key messaging to type of advertising.

NOTE: Please avoid the following solutions, as they are ideas we have already tried or consider to be less than feasible:

- Selling chilled (refrigerated) apple juice.

- Changing the existing product or packaging.

- Changes in pricing.

    Submissions will be graded on the following criteria:
  • Meets Deliverables
  • Creativity
  • Clarity
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