After a cup of coffee, lemonade is part of the idiosyncrasy of Colombians' tables. No wonder, it represents a refreshing and easy to prepare flavor, available to many.
Elements such as the previous ones, were taken into account by Hit, the renowned brand in the Postobón portfolio, which usually carries the flavor of fruits in its soft drinks. This brand, a leader in Colombia in the fruit soft drinks segment, reached the ready-to-drink lemonade segment with two presentations: Hit Original Lemonade and Hit Coco Lemonade.
Based on knowledge about consumer habits, Daniela Londoño, brand manager, says that there are three fundamental points for which Postobón, with its brand, entered into this market.
“Lemon is a fruit that 96% of Colombians know and 91% consume it. So, based on a very common ingredient, we wonder about the possibilities that Hit could have in this market segment, if it were to create a drink that exalts all the flavor of lemon,” says Daniela.
In addition to that, she explains that thanks to the information and knowledge of the consumer that the brand has, they were able to understand the dynamics of daily consumption of drinks with lemon and the large number of people who consume them.
“When we saw the homemade lemonade segment, we realized that it represents 3% of total consumption of non-alcoholic beverages. So we said 'why not be there with a good offer? ' Finally, we saw that there are no relevant offers among the ready-to-drink lemonade market. If you went to a store, there were no lemonade soft drinks that you could put on the radar,” adds Daniela, explaining the reasons that made this new option viable.
But as if it were a wish come true, the brand has also set its sights on the image of this new line of drinks. So just by opening the Postobón fridge and seeing that bottle with a transparent label, standing out among the other lines of soft drinks, it is sought, as its creators well indicate, that just by seeing it it makes “lemonade the mouth”.
“We didn't want it to be seen as just another flavor of the portfolio, but rather something that would attract the consumer's attention,” says Londoño.
“What now? Are you offered a coconut lemonadite?” What used to be a saying to tell someone how capricious it was, loses more meaning every day. Hit, has come to make desire a reality, putting two flavors of lemonade in the hands, especially of the youngest, in the hands of the youngest. The original lemonade and coconut lemonade, a flavor that is already part of the taste of consumers.
“This is a different option. We wanted to boost the option for young people to drink lemonade and retain the great attributes that this drink has: to refresh and provide flavor,” says Londoño, who adds the intention of being great players in this market segment, because the brand clearly trusts the potential of this drink in its two flavors, original lemonade and coconut lemonade.
Therefore, when the taste of lemon meets that of coconut, a unique blend emerges, that reaches the senses, that evokes the Caribbean and the delight of enjoying the hot breeze, the same one that can be refreshed with a coconut lemonade, as in this case, ready to drink, without artificial flavors, or preservatives and with vitamin C.
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