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With its sleek black carton and emphasis on a unique probiotics feature, GoodBelly had distinguished itself from other fruit juices in the natural channel. But the brand’s marketing team had a gut feeling it was ready for wider distribution beyond specialty food stores. In order to communicate to this broader audience, the company decided to design new cartons for its quart- and single-shot-sized juice products to speak and appeal to these new customers. Shoppers who peruse natural-foods stores had always responded positively to GoodBelly’s packaging, which conveyed it as a functional product that aids the digestive tract. However, company research found a hitch as it was about to pitch the product to the masses: Since probiotics were the packaging’s priority, most consumers couldn’t identify GoodBelly as a juice despite complementary images of produce and a glass of the colorful drink. It needed to boost its flavor appeal. The brand decided to play down the biology lesson and focus more on taste to achieve the perfect balance of form and function. The carefully planned rollout took more than a year from focus group to grocery store shelf. GoodBelly swears by consumer research and data-driven analysis, so it conducted focus groups to craft art and copy so new customers could instantly understand what the cartons contain and how it could positively impact their everyday health.
The packages’ principal photography was altered to showcase larger, almost three-dimensional images of mouth-watering fruit combos animated with colorful, hand-scrawled highlights, such as drops of juice and motion lines. The hierarchy of images and information were rejiggered and simplified. The bold “Probiotics” message that got prime, central real estate on old packaging was adjusted to “Probiotic Juice Drink” and isolated in colored text boxes to match each flavor. The package now carries a prescriptive tagline to prompt regular usage in one’s regimen: “Drink daily for healthy digestion.” Also, GoodBelly now has a cohesive, consistent look across all flavors and sizes—something the brand desperately needed.
Although, the wider supermarket channel is very recent, consumer reaction has been unanimously positive and sales are on the rise. One major grocery retailer has seen accelerated growth in the last 2+ months vis–à–vis the last 12, 24 or 52 week period, indicating we are on to something.