Coca-Cola’s Cappy Juice Success

What an amazing presentation today by The Coca-Cola Company! Jessica Ellickson took us through the journey through Coca-Cola’s juice brand, Cappy Juice. Popular in Turkey, Coca-Cola wanted to revamp the image of Cappy Juice and to make it the #1 choice for Mom’s and kids in the country. Coca-Cola partnered with popular grocery retailer Migros, who was thrilled to partner with the company. Coca-Cola and Migros started an intensive shopper research study that looked at who, why and when shoppers reach for juice and how Coca-Cola and Migros could get those shoppers to purchase Cappy Juice first.

The roadmap that they followed went as follows: 1. Identify opportunity 2. Gather insights 3. Generate ideas 4. Action in market

1. Identify opportunity:

Coca-Cola saw that the opportunity existed to increase sales and recognition with the Cappy Juice brand. The company made an executive decision to focus on one channel to grow the brand, grocery stores.

2. Gather insights:

Ellickson said that Coca-Cola almost has too much data to worth with – so how do they decide which data to use? They decided to focus on who is the shopper of this brand and how do they use the brand. At this point in the roadmap, Coca-Cola decided to focus on Eye Tracking, Shop-Alongs, Shopper Intercepts, In-store observation, shopper segmentation – all to discover how to make the package more shopable.

Here is a brief overview of what they discovered:

Who’s the shopper?
Female, shopping for juice for self/children
Fill-in mission: 55% of supermarket trips, 60% of value
Females spent 16 min in the store vs. 13 min of store time for Men
40% juice purchase in store
70% bakery items

What do they like?
90% want variety
85% like to browse
60% like product tasting

Coca-Cola discovered that 100% naturalness is most important purchase criteria for juice

3.  Generate Ideas
Migros & Coke work to prioritze and create actionable solutions together. They implemented breakouts in teams of four to understand and generate ideas. After brainstorming and working together they came up with the winning idea: “Welcome to Cappy Orchard”- A return to nature so you can pick the best Cappy “from a tree.” Juice fountains provided free samples to customers.

4. Action in market

Coca-Cola and Migros created an in-store landscape that allowed the customers to try the product and experience juice in a completely new way. Taking the brand outside the juice aisle and near to the baked goods, they were able to increase sales and boast brand health scores at the highest level that they’d been for the Cappy Juice brand.

We’d love to hear your thoughts on the presentation. This was such a popular presentation that we ran it twice for attendees!