© 2018 by Johnson And McGreevy Inc.

 

Follow Us:

  • White Twitter Icon
  • White Instagram Icon
  • White Vimeo Icon

MONARCH

STRUCTURAL DESIGN

CONSUMER INSIGHT

ILLUSTRATION

POSITIONING

BACKGROUND

Formed in 1965, Monarch Beverages, a diversified, international beverage company operating in over 40 countries and offering over 200 products spanning traditional carbonated soft drinks and energy drinks, wanted to enter the New Age energy drink category.

ASSESSMENT

JAM’s insight into what a consumer wanted from a “better for you” line of energy drinks, offered an opportunity to position the brand on usage occasion, aimed at three different types of consumer.

SOLUTION

Creating a strong brand architecture, JAM developed three distinctive strategic positionings addressing usage and retail placement: ACUTEfruit™ – Morning Juice Category; NTrinsic™– Daytime Health Category; and CoMotion™ – Evening Party and Extreme Energy Category.