We were brought in to help the Britvic Planning and Marketing team develop an engaging category trade story to enable their Vitality Portfolio to ‘punch above it’s weight’ in an already burgeoning market. The objectives of the project included tightening existing positionings of the brands within the portfolio as well as identifying new white space opportunities which Britvic could uniquely and sustainably defend. Through consumer insight research we developed a needs-led segmentation of the vitality drinks market, looking at the deeper, more emotive drivers of brand choice. This gave us a better understanding of how the category has moved on since the mass assimilation of ‘higher energy needs’ brands such Red Bull, Monster and Rockstar and how new players were carving out engaging territories, such as ‘Little Miracles’ or ‘Lipton Ice’, around delivering a more ‘gentle uplift’. In turn this enabled us to carve out an engaging and ownable platform and trade story for Britvic in this category. Watch this space!