Raising a Glass to Strong Branding

RIPE Bar Juice

The Challenge:

Makers of a great product, RIPE sought to align their brand with the quality of their cocktail mixes. They needed to to freshen things up and make RIPE feel distinct compared to other mixers and ready-to-drink options.

The Insight:

Research discovered that once someone tastes RIPE, they’re likely to seek it out and purchase it again and again. From there, it’s a potential snowball effect:

--> 77% of consumers would recommend a brand to a friend after a single positive experience.
--> 57% of consumers say a recommendation from friends and family influence their decision to try a new alcoholic beverage.

Making a cocktail feels good. It’s more personal than opening a can, and it shows you care more about what you’re drinking than how much of it you drink. With RIPE, you have a convenient way to make drinks to your liking for any occasion.

The Solution:

Having identified that trying the product is a vital to a purchase, and beauty is in the eye of the beholder (read: drinker), we declared “first taste” as the internal North Star for our messaging and tactics and embraced individuality. Not in a wacky, out-of-touch, corporate sort of way. But rather in a way that de-emphasizes the importance of cocktail mix and highlights the moments in which it’s consumed.