How to sell a new sparkling lemonade flavour on a saturated market?
Top Topic is a traditional grape-based beverage that ranks among the cheaper drinks and was launching new flavours (raspberry, orange and lemon). The Top Topic innovation had to be launched on an absolutely saturated soft drinks market. That is why we at Boomerang decided to present Top Topic as inspiring and amusing, a drink that will make consumers sparkle and be witty. There’s no time to waste, the soft drink will go flat in a while, as will the opportunity to make a funny comment. That’s why we created the slogan as a challenge: ‘Top Topic. Sparkle!’
Let the customers themselves sparkle.
The case study is valid as of 30.9.2017.