Shopper Marketing - August 2017 - 14

PROGRAMS

Juicy	Juice	on	Tour	
With	Kidz	Bop

Harvest Hill Beverage engages concertgoers to promote
Splashers pouches
By Neal Lorenzi

Stamford, Conn. - Harvest
Hill Beverage Co.'s Juicy
Juice Splashers is the official partner of the Kidz Bop
"Best Time Ever" national
concert tour, and Epsilon,
Irving, Texas, is leading an
experiential marketing
campaign for the brand.
New York-based Kidz
Bop "records kid-friendly
versions of today's biggest pop music hits sung
by kids, for kids," according
to its website, and Harvest
Hill Beverage is leveraging
the family-friendly concert environment for
sampling and to engage its target market of
children and their families.
The company knew that introducing the
Splashers pouch format into an already cluttered juice category might be a challenge. To
better understand how to differentiate the
product, Epsilon conducted focus groups to
gain consumer insights and inform the activation strategy. The groups revealed that once
consumers taste Juicy Juice Splashers, they are
sold.
14

y SHOPPER MARKETING AUGUST 2017

Positive flavor reactions spark re-examination of the package and ingredients, which
offer a balance between mom's need for a lowsugar drink and her children's need for great
taste, says Ilene Bergenfeld, Harvest Hill Beverage chief marketing officer.
"We challenged Epsilon to find a platform
for which we could drive national engagement
with moms and kids so they can learn about
and try Juicy Juice Splashers," Bergenfeld says.
"Kidz Bop was the perfect partner to achieve
these goals while aligning with the brand's



Table of Contents for the Digital Edition of Shopper Marketing - August 2017

Contents
Shopper Marketing - August 2017 - Intro
Shopper Marketing - August 2017 - 1
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