Brand Challenge

Mott’s was adding a convenient, ready-to-drink beverage for health trend-savvy GenX moms of kids under five. The product name and brand packaging strategy had to project healthy fun while differentiating from Mott’s core portfolio.

Compelling Results

• Leveraging Mott’s equity, we named the sub-brand Mott’s for Tots – a direct pitch to the target age group
• Similarly, age-appropriate fruit characters build “Just for Me” tot connections
• Consumer insight-inspired package details, like the health checklist, clarify nutritional benefits