ne of the hardest challenges a brand can face, is to change its image from a value for money brand to an upmarket one. Even more so, when the brand in question belongs to the food and beverages category. Argentinian beverage company Cepita had a similar challenge, when it wanted to launch its new 100 per cent natural juice product, a move into an arena where it had not competed in the past.

To succeed, it needed to leave its new target audience in no doubt about the quality and freshness of the new product. The new target audience consisted of upmarket urban commuters while the media strategy was designed to convince them that Cepita's new product was worth trying. The strategy focused on turning a part of Buenos Aires into an orange grove for two days.... more