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Help us refresh the messaging on our iced tea packaging
business marketing strategy innovation consumer insights messaging packaging
$800
top 50%
226
submissions
DONE
2 months ago
Small pic delish 210419 iced tea 02 landscape jg 1619020612

We are planning to refresh the messaging claim on the packaging for Kroger iced tea. Historically, our main claim on the packaging has said "home brewed taste" but we think there's an opportunity to update this message. Here is an image of the packaging label with the current claim:

We have three options that we're considering for the new claim on the packaging label. The rest of the packaging will remain exactly the same besides the updated claim in the top left corner:

Option 1: Real brewed tea
Option 2: Fresh brewed
Option 3: Brewed fresh

Deliverables

Please answer the following:

1) Why is the new claim option that you picked your favorite?

  • Do you like this claim more than our original "home brewed taste" claim? Why/why not?

2) If you had to propose a new claim for the iced tea packaging label beyond the three options we've presented, what would it be?

    Submissions will be graded on the following criteria:
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