Monarch Beverages
Background
Monarch Beverages was formed in 1965 to focus on the untapped regional soft drink markets, each of which had a distinct personality and a loyal following. Today, Monarch Beverages has more than 200 products and operates in 35 countries with a company policy that supports a mix of energy efficiency, renewable energy and reforestation projects.
Assessment
Monarch Beverages was looking to create a “better for you” line of energy drinks to replace its existing RUSH energy brand. The new offering — created from 100% fruit juice mixed with natural ingredients, antioxidants and adaptogens — would enhance energy levels without the normal crash associated with drinking regular energy drinks.
Solution
While maintaining a strong brand architecture, we developed three distinctive brands based on usage, occasion and retail placement: ACUTEfruit™ – Morning Juice Category; NTrinsic™ – Daytime Health Category; and CoMotion™ – Evening Party, Extreme Energy Category.