From faint idea to category killer
- Grace, Kennedy, the most dynamic conglomerate in the
Caribbean, was searching for new product ideas to boost the
profitability of its ailing foods division.
- The single-serve juice category had enormous potential, not
only in the home market, but also worldwide, driven by
growing consumer demand for convenience and healthier
- V8 Splash, owned by Campbell Soup, dominated the
- V8 held a commanding market share, but did not “own” the single-serve
juice market. Consumers were open to considering other brands,
particularly from companies they trusted and/or offered healthy options
with natural ingredients (and a high % of real fruit juice).
- Grace had an entry in the ready-to-drink juice category, Grace Juices, in
large family size bottles and cans. Therefore, the company had juice
category experience, brand credibility, the capabilities, and infrastructure
to enter the single-serve juice market—all that was missing was a
- Grace initiated a series of qualitative and quantitative studies to
expose consumers in Grace’s Caribbean markets to new product
concepts including a single-serve juice. Potential positioning
opportunities for each concept were identified.
- From this study, a single-serve juice emerged as the most
promising concept. Grace conducted taste tests on new flavors
and measured positioning “fit” between the new product and the
- Concept and taste testing subsequently were conducted in
export markets to assess international opportunities for the new
product followed by simulated test marketing.
- Focus on the current products line-up and back-burner new product
- Extend an existing line, building on the awareness, consumer
familiarity, and equity of an already established brand.
- Enter the single-serve juice market with a new offering, something
dramatically superior to current entrants in the category.
- Grace followed the data and built the single-serve juice concept it had
tested into the Tropical Rhythms brand with Copernicus providing
targeting, positioning, and advertising consulting.
- The original concept tested was Grace Juice in single-serve containers,
but with new exotic, and tropical flavors. Particularly among key target
segments, trial and repeat scores were significantly higher than the
average new beverage product.
- Based on the positive reactions to the concept, Grace created a new
brand, “Tropical Rhythms,” to address needs customers indicated they
had for a single-serve juice: healthy, thirst-quenching with genuine fruit
- Tropical Rhythms exceeded “even our most optimistic projections,”
according to Grace. It quickly became the Caribbean market leader, with
a 50% share—cutting V8 Splash’s share in half—and helped propel the
Foods Division out of the red and into the black.
- Only a year after its introduction in export markets, year-to-date
international sales were up by 114%.
- Tropical Rhythms was awarded both the Caribbean Innovative Product
Award from Caribbean World Magazine and the Canadian Grand Prix
New Product Award.