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Product Launch 

Client: Pulp Juice Bar
Sector: F&B
Responsibility: Concept Development | Creative Direction | Copywriting
Collaborator: Art Director
Market: UAE
Collateral: Flyers, menu boards, A5 table tents
Language: Bilingual (Arabic and English)

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Brief

Pulp sought to launch a new juice in time for summer, requiring a unique name and messaging to highlight its exotic fruit combinations.

Concept

The concept centered on evoking an immersive sensory encounter akin to experiencing a sunset, infusing innovative ingredients to create a holistic sensory journey that resonated with both the palate and the soul.

Creative Process

  1. Juice Tasting Session: Engaged in taste-testing sessions to evaluate the flavor profile of the new juice, analysing each ingredient's taste and texture.

  2. Market Research: Conducted thorough research into Pulp's existing juice offerings and explored competitor products to identify opportunities for differentiation and innovation.

  3. Conceptualisation: Inspired by personal experiences and the enjoyment of watching the sunset, conceptualised the idea of "Sunset Rush" during a serene sunset, envisioning the juice as a sensory embodiment of the vibrant colours and flavours of dusk.

  4. Linguistic Analysis: Conducted linguistic analysis to assess the suitability of potential names, considering factors such as phonetic appeal, cultural connotations, and brand memorability.

  5. Brand Alignment: Ensured that the final product name and messaging aligned seamlessly with Pulp's brand identity and marketing objectives, maintaining consistency across all communication channels.

Outcomes

  • The launch of "Sunset Rush" saw widespread popularity across all Pulp branches, including the prestigious Dubai Airport location, indicating strong consumer appeal and demand.

  • The juice quickly became a favoured choice among patrons, contributing to increased foot traffic and sales revenue for the brand. Although specific sales figures are unavailable, the overwhelmingly positive reception underscores the launch campaign's success and the product's resonance with target audiences.

Takeaways

  • This project underscored the importance of leveraging personal experiences and passions to inspire creativity in product naming and messaging.

  • It highlighted the effectiveness of multisensory storytelling in creating memorable brand experiences that resonate with consumers on a deeper level.

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