Problem:
How to make an old-fashioned orange soda relevant to teens.
Solution:
Use the original 1920’s positioning (vibrancy) to create an answer to the teen paradox (I want to be unique but accepted by everyone.)
Positioning Breakthrough:
The Vibrant Soda that’s acceptably different. Go ahead…Drink in Color.
Results:
- Media is redirected towards teens using the “vibrancy” fun positioning.
