Ariant non-alcoholic beverages

Solution

Ariant brand has become the base of brand portfolio. This is logically wellthoughtout, because «Ariant» is a well-known brand with its own history and it is a rather big company. In a collaboration with the client we decided to name all the mineral water range as «Ariant». The rest assortment was divided between two new trade marks: Arivita fruit sparkling water and Adew premium limonades.

We developed new segmentation system for the Ariant brand to cover all consumer segments, which were not covered by strong competitors. Classic Ariant mineral water we offer to conservative consumers; fresh, bright and breezy Arivita — to modern young people and mod Adew brand — to picky and wordly-wize consumers.

To support new brands it was launched advertising campaign. Mineral water was chosen as a main product for promo-campaign because it is the basis for rest Ariant beverages. The main idea of advertising campaign is attention to mineral water origin, emphasis on naturalness. So, positive image of the Ariant brand covers whole non-alcoholic range of beverages.