Parle enters fruit juice category with Saint

Bindu Nair Maitra, 17 October, 2008

Mumbai

Parle Agro has entered the fruit juice category with the launch of Saint Juice. The company is looking to target increasingly health conscious consumers who are looking for pure fruit juices. Saint Juice claims to be completely free from sugar and added preservatives. 

Nadia Chauhan, director, Parle Agro said, "Most juice brands do not communicate clearly whether they are nectar, 85% juice or 100% pure juice. Consumers are confused with what they are buying. Only 100% juice is pure juice and has no added sugar, color or preservatives. With Saint Juice, consumers don't have to think twice as we have only 100% juice and no nectars or drinks within our juice range."

Creativeland Asia has designed the design and packaging of the juice brand.  During the conceptualization stage, the agency’s knowledge team identified a gap in the market for a juice brand that did not confuse or deceive consumers with cleverly worded nomenclature and communication. With a large number of juice brands already competing for consumer attention in the market place, it was decided that the brand’s packaging and its brand name needed to be clutter breaking. 

“Half the positioning battle is won when you have an evocative brand name. ‘Saint Juice’ clearly stands out in a market otherwise cluttered with functional names. Saint Juice has been designed to deliver its brand experience right from the brand name, its packaging to every little piece of communication we build around it,” said Sajan Raj Kurup, chairman and chief creative officer, Creativeland Asia.  Saint’s packaging therefore has been kept white, with a view towards standing out on retail shelves. The launch campaign of the product will involve print advertising, point of purchase promotions and Internet.