Nutrisoda is great-tasting soda that’s good for you. No, really it is. But we understand your skepticism. Nutrisoda was facing increased competition in a market saturated with enhanced beverage options and a marketplace of skeptical consumers who were consistently abandoning traditional sodas for healthier options. And people’s typical reaction upon hearing that this line of vitamin-enhanced carbonated drinks is formulated with five times the nutrients of the competition, yet still tastes like a soda should? It’s too good to be true. Nutrisoda needed to convince people otherwise.

Nutrisoda had it all: the fun of a soda combined with the benefit of nutrients. But consumers were skeptical of the brand proposition and leery of a price point that was two times higher than traditional soda. Its packaging only compounded the issue: With Red Bull effectively owning the 8.4 oz can, people took one look at Nutrisoda and thought energy drink—something not exactly known for being the healthiest option. When you combine all of this with a confusing on-package brand hierarchy, Nutrisoda was sending mixed branding messages, leaving consumers scratching their heads. Was it an enhanced beverage? A soda? Or something else entirely?

First and foremost, Nutrisoda needed to embrace its identity as a soda. So we did away with the 8.4 oz can that screamed energy drink and packaged it in very soda-like 12 oz cans. Secondly, we made the hierarchy on the can crystal clear so that at a glance you knew that Nutrisoda was a better-for-you soda. Finally, we used bubbles and colors on each can to display the fun, fizz, and flavor that consumers look for in a soda, while allowing the unpainted aluminum to speak to the clean, modern and healthy beverage that is Nutrisoda. Suddenly all that valuable shelf space had become marketing space. One look and you knew that Nutrisoda was delicious, guilt-free fizzy goodness made real. And just like that, Nutrisoda had gone from niche to mass.

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