Juice Up Energy Product and Campaign
Company and Product
Juice Up is a juice brand known for its natural ingredients and fresh, playful visual identity. The company has launched an innovative new product: a juice-based energy drink — a hybrid between fresh juice and a traditional energy drink, without synthetic caffeine or taurine.
Target Audience
The primary audience is young, urban professionals aged 25–35 who are health-conscious, brand-aware, and constantly on the move. Think gym bag over the shoulder, coworking space desk, headphones on — an oat caffè latte in one hand and, ideally, a Juice Up Energy drink in the other.
Employer
Redhill
Year
2025
Tasks
Product design and product launch campaign.
Process EXCERPTUnique Selling Proposition
New Innovative Product
Product USP 1A new and innovative beverage that combines juice and energy. There is no product like it on the market today.
Product USP 1No Chemicals
The product is free from taurine, niacin, synthetic caffeine and other potentially harmful ingredients.
Process EXCERPTActivities and scenarios in which the target group consumes energy drinks
When They Work
From home, in co-working spaces, or in offices in the city.
When They Are Active
Exercise, play sports, or engage in similar activities.
When They Go Out
Restaurants, cafés, parks and natural areas, concerts, festivals, etc.
When They Travel
From quick getaways to trips around the world – the target group is ultra-mobile.
When They Are Social
Whether they’re out or at home, with family or friends.
When They Chill
Watching movies, playing games, reading and similar activities.
Process EXCERPTHow are the competitors positioning themselves?
Fitness and Performance
Traditional energy drinks (Red Bull, Monster, Prime, Nocco, etc.) focus heavily on sports, exercise, and fitness.
Music, Concerts, and Festivals
Other energy drinks, such as Rockstar, target music, concert, and festival enthusiasts.
Gaming
In some cases, energy drinks are associated with gaming; in particular, Monster has moved strongly into the gaming segment.
Vitamin Water
Vitamin waters, such as Vitamin Water, State Energy, etc., do not contain taurine, niacin, etc., but are instead fortified with functional supplements that are predominantly natural and harmless. Although they also position themselves close to fitness and performance, they still appeal to a broader target group due to the added supplements.
Process EXCERPTWhat are competitors doing with packaging and ingredients?
Process EXCERPTIdentifying Options for Differentiation
Option 1Variants that fit multiple activities
By connecting the product to a range of relevant activities, it can be clearly positioned as something new and different that appeals to a broader target group. In this way, you avoid it being perceived as “just another energy drink” or an ordinary juice. Instead, it appears as an entirely new category – an innovative alternative that stands out clearly from traditional energy drinks.
Option 2Design truly sustainable packaging
The competitors rarely use sustainable packaging. By placing greater focus on this, the product can stand out both visually and emotionally, while also signaling responsibility towards both consumers and the environment. This can strengthen the brand’s position in the market and foster greater loyalty within the target audience.
Juice Up Presentation
(in Danish – the juicy examples are at the end of the presentation)