FOCUS: BRAND STRATEGY MISFIRES | AUDIENCE: STEWARDS OF PLATEAUED BRANDS
BY: SHOBHA PONNAPPA | BRAND BREAKTHROUGH STRATEGIST | 45 YEARS | 125+ CLIENTS
I helped a fruity soft drink brand see that simply adding pulp bits doesn’t get trust after previous artificiality.
The legacy soft drink had long thrived on its playful, sugary image, targeting families and children with colourful advertising and sweet taste. Over time, health-conscious buyers moved away, demanding authenticity and naturalness in beverages. The brand’s sales plateaued as competitors offered fruit-based wellness drinks with genuine juice and functional ingredients. Executives believed a simple pivot to “real fruit” could regain lost ground without altering the product at its core.
The company’s big reveal was a new bottle design promising “with real fruit bits”, presented as a fresh, wholesome upgrade. They maintained the same high sugar levels and artificial flavours while only suspending small pieces of fruit pulp in the liquid. The marketing campaign highlighted the visible “pulp experience” but did not explain sourcing, nutritional benefit, or quality proof. Health-driven consumers dismissed it as a tokenistic gimmick, while loyal drinkers were confused and resistant to change.
The pivot failed because it overlooked a deep trust deficit built over decades. Consumers had learnt to see this drink as sweet, fun, and artificial … not as healthy or natural. A sudden change to “authentic fruit” contradicted the brand story without giving tangible proof beyond floating bits. In health-driven categories, credibility is painstaking to earn and instantly lost when claims feel cosmetic.
Additionally, the audience segmentation was poorly defined. No clear bridge was built to invite the old consumer into a new promise, nor was there proof to convince health-conscious buyers. Retailers and media saw no compelling reason to feature the product because the story lacked depth or social excitement. The result was an expensive but invisible launch, leaving the brand stuck on the same plateau.
I reframed the pivot around rebuilding trust through transparency rather than just adding fruit bits. Instead of faking “naturalness”, the brand needed to embrace its playful sweetness while making small but honest improvements. Consumers respond well when a brand admits its roots yet shows genuine effort to evolve. A narrative that says, “We know you loved our fun taste … here’s how we’re getting better for you,” can resonate more powerfully.
The breakthrough was to position the drink as a joyful indulgence that’s now responsibly better … keeping the fun, colour, and taste but gradually reducing sugar, improving fruit content, and sharing transparent sourcing. This approach didn’t betray the brand’s heritage but added an authentic evolution arc. Instead of a fake “health” claim, the pivot became a story of self-aware improvement that invites consumers back in. It felt playful yet credible, not preachy or deceptive.
I redesigned the communication architecture to focus on transparency and small wins rather than big, hollow promises. Each message clearly admitted the brand’s sweet roots but highlighted “incremental fruit upgrade”, cleaner labels, and honest fun. Packaging shifted from “pure fruit fantasy” to bright, self-aware humour: “Yes, we’re sweet … but now with real fruit inside!” Digital touchpoints showcased sourcing stories and sugar reduction milestones with cheerful honesty.
The content rollout was structured to build trust and curiosity over time. Social campaigns invited long-time fans to celebrate nostalgia while cheering on the drink’s journey to “be a bit better”. Influencer collaborations targeted playful, lifestyle creators rather than hard health evangelists. Paid media amplified consumer stories of rediscovering the drink with a wink and smile rather than scientific jargon.
Here are 10 strategic ideas developed (and several executed) to support the new brand direction:
Instagram “Then & Now” Reels: Playful before/after moments showing how the drink evolved — from 100% fun to fun with honest fruit.
Fruit Source Spotlight Videos: Short reels introducing the real fruit growers and how the pulp is sourced and added.
Sugar Countdown Stories: A transparent social series showing how the brand plans and tracks sugar reduction over time.
Packaging Glow-Ups: Interactive polls on label redesigns, inviting fans to co-create honest, fun new looks.
Nostalgia Throwback Ads: Retro-themed ads revisiting childhood joy while celebrating the new fruit upgrade.
Influencer Taste Challenge: Playful blind tests comparing old vs new product with influencers sharing real reactions.
User-Generated “Better Bits” Posts: Consumers sharing their own experiences of discovering fruit bits in the drink.
YouTube Brand Diary Series: Transparent behind-the-scenes vlogs showing formulation changes and ingredient sourcing.
Gamified Loyalty App: Rewarding users for scanning bottles and tracking their “sweetness to better” journey.
Interactive Fruit Quiz: Fun quizzes to match personality to fruit flavours while educating on real sourcing.
Social engagement rose by 38% with nostalgic and transparent storytelling campaigns.
Sales decline reversed to a 12% uplift in key metro markets where the new positioning launched first.
Earned media mentions grew by 55% as lifestyle and food bloggers picked up the “sweet but better” honesty angle.
Repeat purchase intent among target young adults increased from 24% to 41% in internal tracking.
CONFIDENTIALITY CAVEAT: This case study represents a confidential engagement. For privacy, specific brand identifiers, campaign names, and project phases have been withheld. It has been shared with permission while preserving client discretion.
If you’re an investor seeking momentum for your portfolio brands, this Case Study Post I wrote could interest you: “When a Tech Nerd Needed an Extra Warm Voice for Selling Watts.“
And if you’re a solo expert looking to sharpen traction, this Case Study Post I worked on may resonate: “When Research Reports Became Noise Without a Style Guide.“
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