My Juiz Thesis Branding

A Thesis on the Proposed Re-branding and Advertising Campaign
Concept for MyJuiz
By: Pamela Grace R. Falsis
Submitted in Partial Fulfillment of the

Requirements for a Degree in Bachelor of Fine Arts
Advertising Design
College of the Holy Spirit

Manila, Philippines
October 2016
ABSTRACT
This is a proposal for a conceptual re-branding of MyJuiz. The thesis covers

product conceptualization and development, re-branding, and various advertising
campaign.
The researcher aims to:

a. Develop and create product concept, re-branding and advertising campaign for
the existing product.
b. Create and submit a thesis paper supporting the product concept, advertising
campaign plan and designs for the products marketing and promotions.
c. Develop a full advertisement campaign to launch the proposed product.
My Juiz is the most affordable juice drink available here in the Philippines. It
caters 6 wonderful variants that compliment the taste palate of us Filipinos. The juice is
not only for special occasions but it also is for daily habits. Children are the target of the
said brand and it offers not only as a refreshment but also different vitamins that can
help grown-ups, specially mothers to give the nourishment their children needs in a
most fun and exciting way.
INDUSTRY OVERVIEW
This product falls under the Powdered Drinks or Drink Mixes. The Aztecs
were believed to be the first ones to use powdered mixes as drinks. They would roast
Page | 2
MyJuiz by Columbia International Food Products, Inc.
Cocoa and pulverize it into powdered form, which they mix with water and will drink it
as is. Following the Aztecs footsteps were the Mongolians who made powdered milk
from millet, rice, and milk. And since then the powdered drinks have innovated into
different varieties that suits not only our tastes but also lifestyle and culture. Kool-aid
was founded in 1927 which made them the first ones to offer Fruit Flavoured Juice
Drinks.
Drinking fruit flavoured drinks in the Philippines is one way of coping up with
our tropical climate. Vendors would refer these juice drinks as Palamig or
Samalamig which you can easily see scattered around the country mostly in big cities
like Metro Manila. With the help of wide variety of fruit flavoured mixes, vendors are
able to offer more than one type of juice drink. It is often offered not only in special
occasions but also in ordinary meals. Nowadays the juice drink industry have not only
focused on refreshment but they have also had incorporated multi-vitamins and weight
loss substance to widen the market. It changes the perception of people who thinks of
preservatives and artificial as unhealthy. To this day we can still feel the presence and
impact of instant fruit flavoured juice drinks in our daily lives. It is all thanks to the
power of media and idea of having to make something instantly.
Page | 3
THE PROPOSED PRODUCT CONCEPT
BRAND OVERVIEW
Columbia International Food Product of formerly known as Columbia Candy
Factory is known to be providing Filipinos their confectionary which is suitable for
Filipino palate. It was establish in the year 1937 and for the past decades, it has been
Page | 4
one of the top manufacturer in the said industry. At present, the company aims to lift
Filipino standards to global levels. They have won the trust and respect of satisfied
consumers for their affordable quality treats.
In 2007, the company introduced a powdered fruit drink mix under the brand
name MYJUIZ.They offered 3 variants namely Orange, Pineapple, and Mango. It was
immediately followed by heavy publicity and promotions in all forms of advertising media
like billboards, newspaper columns, public transportation vehicles, TV commercials,
radio plugs, and free drinks in markets and in schools. Mango-Orange, Melon, and
Pomelo were released later on as their additional variants.
But on March 2008, Kraft Foods Philippines alleged that Columbia Int. Food
Products MYJUIZ should not be registered for it is generic and misleading. Rule is,
generic marks cannot be registered for they are commonly used at the name of
description of a kind of goods. But despite of the allegations against them, My Juiz
prevailed.
Currently, MyJuiz is nowhere to be found in convenience stores or in any small
scale stores in particular. But against its competitors, it is the most affordable fruit
flavoured mix drink in the Philippines.
PRODUCT SWOT ANALYSIS
STRENGTHS
WEAKNESS
Page | 5
Affordability it is one of the top if not the most Weak product support/familiarity due to
affordable drink mix available to the country.
unaware consumers, the product only receive

attention from a few customers.
Variety of flavours it has a wide variety of

product flavors namely Mango, Mango-Orange,
Melon, Orange, Pineapple, and Pomelo.
Lack of advertising Lack of advertising and

marketing strategy would effect on how people
would recognize your brand.
Cheap image because of poorly strategized
branding people would not see MyJuiz as an
affordable product but a cheap one.
OPPORTUNITIES
THREATS
Page | 6
Price increase on products mothers who Increasing number of competitorsthere have

would cut off the budget would prefer been an increasing number of competitors in the
affordable
products
over
familiarity/brand drink mix industry thus having to split the market
name.
for all brands.
Population Growth the population is Declining of demand not only juice drinks from
getting larger every year and many Filipinos the same category are threats but also all drinks
are having a financial difficulty thus increasing in particular; because people are starting to
potential customers
prioritize practicality than affordability.
Tropical climate the weather favours ice Unfamiliar with brand people are oblivious to
cold drink mix and increase in terms of market what, and where MyJuiz started. And if such do
demand
brand exist.
Availability of new technology with the

help of new technology MyJuiz would be able
to improve their juice drink.
UNIQUE SELLING PROPOSITION

According to several research efforts, the researcher has come to the conclusion
that this products unique selling proposition is that MyJuiz is a fruit flavoured mix drink
Page | 7
that can cater wide variety of market because of its affordability. And because it is locally
manufactured Columbia International Food Product made sure that the drink mix would
suit Filipino palates.
TARGET MARKET
Demographics
Female
Page | 8
Young mothers
25 to 35 years old
Class C and B
Language: Tagalog/English
College level, college graduate
Housewife or home-based business
Urban-Metro Manila
TARGET MARKET
Psychographics of young mothers
She is a nurturing mother and wife to her family

She loves preparing meals and packed meals
She see to it that she caters the needs of her family physically and emotionally
She budgets her husband or their combined salary
Page | 9
Frequents these places: Supermarket, Grocery Stores, Wet Market, School, and
at Home.
Characteristics: Nurturing, Caring, Hands-on, Protective, Frugal, Wise Spender,
Self-less, and Traditional.
SECONDARY TARGET MARKET

Psychographics of college students
She loves to hang out with her friends all the time
She likes visiting different cafes and restaurants
She plays computer games
She sometimes go to clubs/bars to drink
She would sit in front of the computer for hours and scroll through her newsfeeds
Page | 10
Frequents these places: School, Computer shops, Coffee Shops, Friends
House, Restaurants, Club, and Bars

Characteristics: Would rather buy ready-made juice drinks or water, too lazy to
prepare meals, focused on her games, have high standards when it comes to
taste, spends her time sitting all day long.
SAMPLE TARGET MARKET

Joy is a mother, 26 years old, from Class B socioeconomic class. She lives in
Sampaloc, Metro Manila. She loves attending the needs of her family. Mommy Joy
would see to it that her family would only have the best. But best does not only mean
pricy. She carefully budgets their combined income which is 40k pesos monthly. It will
be splinted it into paying electricity and water bills, monthly grocery and food budget,
daily baon for her daughter and husband, also school fees and savings. Luckily they
were able to inherit the house that Joys parents owned. Even with a tight budget she
Page | 11
still manages to give her family proper meals. She is not a brand conscious mother; she
is willing to try new products that are affordable. Joy is a nurturing mother and she will
give all the TLC she can give to her family. Mommy Joy is selfless and loving.
Page | 12
THE COMPETITION
COMPETITIVE OVERVIEW
Powdered drink industry have a wide variety in the Philippines it does not only cover
fruit flavours mixes but also milk, vitamins, and weight loss drinks. It somehow affects
MyJuiz or powdered mixes in particular because the market will now expect for more
offers not only refreshment. On the positive side, it will change the idea that artificial
drink mixes are unhealthy because it can still help you get the right amount of vitamins
you need.
Page | 13
COMPETITIVE SWOT ANALYSIS
Brand Name: Tang
Page | 14
Company Name: Molendez International

Flavor Variants: Mango, Lime, Strawberry, Guava, Grape. Pink Grapefruit, Apple,
Pineapple, Ponkan, Grape, Watermelon, Calamansi, Dalandan, and Honey Lemon. Etc.
Size Variants: 45g, 250g, 500g, 750g, 1kg, 1.5kg
Locations: Large and small scale grocery stores, Convenience stores, and sari-sari
stores.
Price Range: 8.00 php to 9.00 php
Strengths
Been in the industry for so long
Large variety of flavours
Weaknesses
Strong flavour
Opportunities
Re-evaluate ingredients
Threats
Direct: Eight o Clock
Brand Name: Nesfruta
Page | 15
Company Name: Nestle

Flavor Variants: Melon, Orange, Guyabano, Dalandan, Calamansi
Size Variants: 25g
stores.
Price Range: 8:00 php to 9:25 php
Strengths
Had catchy ads
Uses adorable child stars
Weaknesses
Few variants
Opportunities
Add more variants
Threats
Direct: Sundays
Brand Name: Amino Fres-C

Company Name: Ajinomoto
Flavor Variants: Orange, Pineapple, Mango
Size Variants: 45g, 250g, 500g, 750g, 1kg, 1.5kg
Page | 16
stores.
Strengths
Affordable
Weakness
Not well known
Few variants
Looks cheap
Threats
Direct: MyJuiz
Opportunities
More variants
Add publicity
Brand Name: Eight o Clock

Company Name: The Cola-cola Company
Page | 17
Flavor Variants: Calamansi, Grapefruit, Lemon, Mandarin, Orange, Orange Mango,

Orange Pineapple, Pineapple
Size Variants: 45g, 250g, 500g, 1kg
stores.
Price Range: 8:50 php to 9:85 php
Strengths
Familiarity
Weaknesses
Only known for one variant
Opportunities
Introduce other variants
Threats
Direct: Tang
Brand Name: Sundays

Company Name: Oishi
Flavor Variants: Orange-Mango, Melon, Mango, Orange, Pineapple
Size Variants: 35g, 180g, 360g
Page | 18
stores.
Strengths
Known for having a natural flavor
Weaknesses
Few variants
Opportunities
Make more variants
Threats
Direct: MyJuiz
Page | 19
THE PROPOSED BRANDING AND ADVERTIING CAMPAIGN
LOGO DESIGN
Page | 20
The researcher used a rounded and thick typeface for the new logo my MyJuiz to
not only portray friendliness but also well readable in prints and packages. The word
My is also slanted and smaller than the word Juiz to give emphasis.
The colours used are based on the survey that the researcher had conducted.
With the people being familiar with Orange and Green combination for fruit flavoured
brand it can be an advantage to MyJuiz. It will make them feel familiar with the brand
rather than trying a new one.
The sun was used simply to symbolize that it is a Filipino/locally made product.
According to colour psychology the colour green is an emotionally positive colour giving
us the ability to love and nurture ourselves and others unconditionally. The colour
orange is optimistic and uplifting.
PACKAGING DESIGN
The look that the researcher aims for is to be fresh and minimal at the same time.
To be more flexible in terms of future market or advertising adjustments
The packaging design that the researcher had made used bright colours to
attract the market. It also highlights the advantages that the market will be having when
purchasing our product. Unlike the old design it shows a splash which is needed to
perceive that even without tasting it can look delicious and refreshing at the same time.
The researcher also removed any gradient and un-necessary visuals to the packaging
to make it look more minimal and not too over crowded.
Page | 21
With the help of the design it will perceive value. It will look pricier but having the
same amount it can be seen as a bargain.
THE PACKAGING DESIGNS
Page | 22
Litro Packs
This will be the packaging for litro packs of MyJuiz. It is design to be vibrant and
pleasing to the eyes. It stores at least 35g of powdered juice.
Page | 23
Solo Packs
It the new new size variant the MyJuiz will be offering to the market. Its layout is just like
the litro pack but in smaller scale. The packaging will contain at least 7g or 2 table
spoon which serves one glass of juice.
Page | 24
THE CREATIVE STRATEGY

A. COPY STRATEGY
Advertising Tagline for Intro:
Sarap maging cool!
Rationale
MyJuiz does not only offers refreshment but being in in particular. We all know
how Filipinos love to fit in. Luckily MyJuiz offers you both being in and
refreshed.
Net take-away
Hot? Want to be cool?
Advertising Tagline for Sustaining:
MAMAdiskartengMapagmahal
Rationale
Filipinos are known to be madiskarte and MyJuiz would like to feature on how
Nurturing mothers shows her family on how she gives creative solutions on daily
dillemas.
Net take-away
My mother would always know her way around
B, VISUAL STRATEGY
-
Barangays
Family/Casts/Endorsers that looks Class C B
Logo
Sunny Climate
RATIONALE
The common visual elements used in ad campaign were the following:
Barangays, Family/Casts/Endorsers that looks like Class C B, brands logo
(MyJuiz) and a sunny feel of atmosphere. The elements represent the personality
of the brand as well as the thought of the ad campaigns both (TVC and Print
Page | 25
ads); MyJuiz is an affordable locally made product which suits nurturing mother
to help them care for their family in the coolest way possible.
THE NET TAKE-AWAY

Based on all research done on the product, the target market, and the competition, the
researchers proposed advertising campaign will be based on this net take-away You
do not need to spend too much to enjoy, be cool, and care for your family because
MyJuiz offers all that for a low price.
Page | 26
INSIGHT
The researcher conducted a Blind Tasting at around Sampaloc, Manila. Blind Tasting
includes 7 boys ages from 20-21 which usually purchases drink mix daily. The
researcher asked about the brand that they usually purchase and when; the price range
or budget, the things they consider before buying, and what are some of the factors that
made them buy drink mix. The tasting also served as a test if people really vary on the
brand itself or if they are really after the taste.
After conducting the Blind tasting, the researcher has discovered that the most relevant
insights on which the proposed banding and advertising campaign should be that drink
mixes should not only focus on the taste but over-all design strategy because people do
really care about and perceives the taste based on the design of your product
packaging.
Page | 27
SUMMARY OF THE INTRO AD, TVC

The introductory campaign of the brand showcases the traits we Filipinos have. The
bond and how people even when separated could still reunite, how Filipinos treat their
friends as family, and how MyJuiz offers cool refreshment and in trend.
Page | 28
ADVERTISING CAMPAIGN: INTRO AD, TVC
1ST SCENE
CAMERA: Far angle shot, Puto and Jomal can be seen sitting beside a stall that offers
refreshment
FX: background music (instrumental of UnangTikim acoustic version)
Page | 29
2nd SCENE
CAMERA: Close angle shot, Puto and Jomal can be seen drinking the juice
Narration by Jay of Kamikazee: Pawiinangpagod
3rd SCENE
CAMERA: Far angle shot, Led enjoying playing the guitar while sitting
Page | 30
4th
SCENE
CAMERA: Close angle shot, Led can be seen drinking the juice
Narration by Jay of Kamikazee: Indahinanginit
5th SCENE
CAMERA: Far angle shot, Bords talking on the phone while walking
Page | 31
6th SCENE
CAMERA: Far angle shot, someone hands Bords a cup of juice
Narration by Jay of Kamikazee: Nanjanpalagi, mayokasyon man o wala
7th SCENE
CAMERA: close angle shot, Jay holding the juice
Narration by Jay of Kamikazee: Hindi lang pang tropa
Page | 32
8th SCENE
CAMERA: close angle shot, the rest of the band shows up
Narration by Jay of Kamikazee: Kahit pang pamilya
9th SCENE
CAMERA: Aerial shot of the band
FX: background music (Tamis ng unangtikim)
TAMIS NG UNANG TIKIM
Page | 33
10th SCENE
CAMERA: Aerial shot of the band
TAMIS NG UNANG TIKIM
11th SCENE
CAMERA: Crowd shot
Hinahanap-hanap, di namakikita
Page | 34
12th SCENE
CAMERA: Mid shot Jay with Led
FX: background music (Tamis ng unang tikim)
Ikaywalangkahambing
13th SCENE
CAMERA: Close up shot Jay
Angbangis at walangkasingtamis
Page | 35
14th SCENE
CAMERA: Crowd shot
With crowd NG UNANG TIKIM
15th SCENE
CAMERA: Full shot of the logo
Fades to black
END
Jay: MYJUIZ, SARAP MAGING COOL
Page | 36
ADVERTISING CAMPAIGN: INTRO AD, PRINT
Page | 37
The researcher aims to be in by using trendy copy that can be used or related with
mass of the market. It is simple minimal and catchy. It can also be remembered easily
SUMMARY OF SUSTAINING AD, TVC
Page | 38
The sustaining campaign showcases a series of how a simple mother would think of
creative ways on how she can solve daily dilemmas.
ADVERTISING CAMPAIGN: SUSTAINING AD, TVC

Page | 39
1st SCENE
CAMERA: Aerial shot house comic style
FX: Happy instrumental low volume
Next Scene
Inihahandog ng MyJuiz, bahayserye, MAMAdiskatengMapagmahal:Tampisaw
2nd SCENE
CAMERA: Living room shot
Next Scene
Page | 40
3rd SCENE
CAMERA: Close up shot, Jr.
Jr: ANG INIT!!!!!
Next Scene
4TH SCENE
CAMERA PANELS FROM LEFT TO RIGHT
Next Scene
Page | 41
5TH SCENE
Next Scene
6TH SCENE
Next Scene
Page | 42
7TH SCENE
CAMERA: Mid shot, mom enjoying the after shower refreshment
Next Scene
8tH SCENE
CAMERA: Close shot, family hurried to e the first one to get in the bathrooms
Next Scene
Page | 43
9tH SCENE
CAMERA: Close shot, Mom thinking of ways she can help out
Next Scene
10th SCENE
CAMERA: Close shot
Mom: AHA!
Next Scene
Page | 44
11th SCENE
CAMERA: Close shot
Mom: TARA! SWIM!
Next Scene
12tH SCENE
CAMERA: Wide shot, family looks confused
Next Scene
Page | 45
13tH SCENE
CAMERA: Close shot, mom winking
Next Scene
14tH SCENE
CAMERA: Close shot, Mom giving thumbs up
Mom: Anoayosba?
Next Scene
Page | 46
15tH SCENE
CAMERA: Close up, Father enjoying while drinking
Next Scene
16tH SCENE
CAMERA: close shot, Ate enjoying juice in the sun
Next Scene
Page | 47
17tH SCENE
CAMERA: Close up shot, Jr enjoying the waters
Next Scene
18tH SCENE
CAMERA: close shot, mommy drinking juice
MyJuiz
Next Scene
Page | 48
19tH SCENE
CAMERA: Wide shot, family enjoying in a small inflatable pool in their backyard
Para sa mommy ng madiskarte
Next Scene
20tH SCENE
CAMERA: Full shot of the logo
Fades to black
END
Page | 49
ADVERTISING CAMPAIGN: SUSTAINING AD, PRINT
The researcher had incorporated one line from the TVC and uses the same style as the
intro ad. Minimal styled with copy showing product and logo. It will vary on the episode
of TVC that will be advertised.
Page | 50
OUT-OF-HOME IDEAS
This out of home idea is an interactive dispenser that can help promote the brand and
the product. Its a 2 way video that allows you to interact with the person in the video. To
activate the dispenser you should have your smart phone and tweet the machine.
With this it can help spread the advertisement via twitter and people would remember
the brand easily because of the interaction. The machine can be placed in schools,
barangays and malls.
Page | 51
This out of home idea is an installation in ball-pit manila. Large packaging will be made
and placed in an angle that will look like it is pouring the balls which represented the
powdered juice.
It can help the brand because interaction is the best way to promote a product. Its
advertising through touching the product itself
Page | 52
This out of home idea is both interactive and content for a advertisement.
This set up will be place in barangay plazas in metro. One MyJuiz representative will
ask people to pay 7.40 pesos to sit and experience the coolness which MyJuiz offers.
Seeing only a normal chair and umbrella people would hesitate but the catch is. And
when someone finally decided to pay, there will be an ambushed make over to make
Page | 53
that person look cool plus giving him a MyJuiz packages to bring home. It will all be
recorded via hidden camera. The video will be shown on TVCs and Social Medias
References
(n.d.). Retrieved from empower-yourself-with-color-psychology: http://www.empoweryourself-with-color-psychology.com/color-green.html
(n.d.). Retrieved from columbiafood.: http://www.columbiafood.com.ph/about-us
(n.d.). Retrieved from wikipedia: https://en.wikipedia.org/wiki/Drink_mix
(n.d.). Retrieved from wikipedia.: https://en.wikipedia.org/wiki/Tang_(drink)
(n.d.). Retrieved from gozym: http://gozym.com/news-downloads/Bev_Net_full.pdf
(n.d.).
Retrieved
from
danielroy.tripod:
http://danielroy.tripod.com/cgi-
bin/alternate/mongolia/opi5.html
(n.d.). Retrieved from foodtimeline: http://www.foodtimeline.org/foodbeverages.html
(n.d.). Retrieved from wikipedia: https://en.wikipedia.org/wiki/Tang_(drink)
(n.d.). Retrieved from oishi: http://oishi.com.ph/products/sundays/
(n.d.). Retrieved from wikipedia: https://en.wikipedia.org/wiki/Kraft_Foods
(n.d.). Retrieved from wikipedia: https://en.wikipedia.org/wiki/Ajinomoto
(n.d.). Retrieved from wikipedia: https://en.wikipedia.org/wiki/Kamikazee
Page | 54
Comments and Suggestions:

Logo:
-
Make the stroke of My and Juiz the same size and add outline in the sun area
Packaging:
-
Packaging colour should be the same as the flavour variant.

Label sulit and solo should not eat up space
Looks like Tang when you cover the top area
Print Ad
-
Looks too elegant for class B and C

Intro ads font is suitable but it doesnt work the same on the sustaining
Sustaining ad should have a more friendlier font to perceive conversation
Intro ad may be better if it also contains other variants
Sustaining ads inflatable looks like a doughnut
Replace inflatable with black salbabida with For Hire
OOH
-
It is creative though it doesnt directly targets the TM

Interactive dispensers juice outlet should be higher
You should know where will the installation be placed to know if it would fit the
TM
The set up should be placed not in baranggays but in places where people needs
to sit like nearby schools or malls
Page | 55

My Juiz Thesis Branding

Enviado por

Dados do documento

Direitos autorais

Formatos disponíveis

Compartilhar este documento

Compartilhar ou incorporar documento

Opções de compartilhamento

Você considera este documento útil?

Este conteúdo é inapropriado?

Direitos autorais:

Formatos disponíveis

My Juiz Thesis Branding

Enviado por

Direitos autorais:

Formatos disponíveis

A Thesis on the Proposed Re-branding and Advertising Campaign

Concept for MyJuiz

By: Pamela Grace R. Falsis

Submitted in Partial Fulfillment of the

College of the Holy Spirit

This is a proposal for a conceptual re-branding of MyJuiz. The thesis covers

The researcher aims to:

THE PROPOSED PRODUCT CONCEPT

PRODUCT SWOT ANALYSIS

unaware consumers, the product only receive

Variety of flavours it has a wide variety of

Lack of advertising Lack of advertising and

Price increase on products mothers who Increasing number of competitorsthere have

familiarity/brand drink mix industry thus having to split the market

for all brands.

prioritize practicality than affordability.

Availability of new technology with the

UNIQUE SELLING PROPOSITION

She is a nurturing mother and wife to her family

SECONDARY TARGET MARKET

Frequents these places: School, Computer shops, Coffee Shops, Friends

House, Restaurants, Club, and Bars

SAMPLE TARGET MARKET

COMPETITIVE SWOT ANALYSIS

Brand Name: Tang

Company Name: Molendez International

Brand Name: Nesfruta

Company Name: Nestle

Brand Name: Amino Fres-C

Brand Name: Eight o Clock

Flavor Variants: Calamansi, Grapefruit, Lemon, Mandarin, Orange, Orange Mango,

Brand Name: Sundays

THE PROPOSED BRANDING AND ADVERTIING CAMPAIGN

THE PACKAGING DESIGNS

THE CREATIVE STRATEGY

THE NET TAKE-AWAY

SUMMARY OF THE INTRO AD, TVC

ADVERTISING CAMPAIGN: INTRO AD, TVC

ADVERTISING CAMPAIGN: INTRO AD, PRINT

SUMMARY OF SUSTAINING AD, TVC

ADVERTISING CAMPAIGN: SUSTAINING AD, TVC

ADVERTISING CAMPAIGN: SUSTAINING AD, PRINT

Comments and Suggestions:

Packaging colour should be the same as the flavour variant.

Looks too elegant for class B and C

It is creative though it doesnt directly targets the TM

Você também pode gostar