Rio Chunkies

Background

Silver Ice Beverages, an established beverage company based out of Pune has an impressive portfolio of innovative drinks. From fusion drinks to flavoured water to fruit based drinks, they have it all. Rio - their flagship brand is loved by youth all over the country for its stand-out taste and overall brand personality.

Rio Chunkies

Challenge

Continuing the streak of ground-breaking beverages, the company was all set for their next launch. Something the beverage industry did not have yet - a delicious fruit drink with the surprising element of fruit chunks in it. The challenge was to build this brand – Conceptualise the identity, design the packaging, coin a befitting positioning and build a launch campaign around it.

Rio Chunkies

Solution

We started with the best part first – tasting the drink! This was followed by a series of brainstorming sessions and focus group discussions with our TG (comprising of 13 to 20 year olds). The end result was fun, vibrant and light-hearted communication that translated flawlessly into not just the product truth, but also the unique product experience. And not mention it hit home for our TG.