DIFFERENTIATING NUTRITION IN A GROWING ECONOMY BRAND DIRECTION CASE STUDY GLOBAL BRAND STRATEGY CONSULTANTS FOR THE NUTRITION INDUSTRY The Challenge In 2011, Raimbek Bottlers launched ‘Juicy Junior’. This was a new approach to juice in Kazakhstan. The main message was targeting the mums with a fruit goodness and no added sugar message. Even though the product was fantastic, the company knew its performance could be improved. The challenge was to understand the winning rules to create a new segment in the Juice Category dedicated to kids and trusted by the Local Mums. The Approach Healthy Marketing Team was brought in to sharpen Junior’s positioning and communications. We trained Raimbek on our FourFactors® methodology and conducted workshops to review their portfolio

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