A diet, sugar-free, fruit flavoured drink, Juicy Dieter, had to be positioned such that it neither falls in the juice nor in the health drink category. To find a common area between the too, we positioned it in the lifestyle category, which worked wonders for the product.
If 2009 was the time to talk, discuss, negotiate, 2010 is the time only to act. JadeBlue, with its New Year wishes, did its part to drive home this message.