Vancouver's Subplot Design helps Happy Planet take a 'Shot' at a whole New Category
Vancouver, BC (May 26, 2009) – Happy Planet, known for its premium food and beverages, announces an occasion-based range of all-natural shots, their first entry into the functional shots category. Determined to make its mark and to innovate the category, Happy Planet selected Subplot Design Inc. to create the complete packaging design for its new range of shots. Happy Planet Shots officially launched in late April at the TELUS World Ski and Snowboard Festival in Whistler, BC.
Tired of typical Energy shots that currently dominate the market with their toxic taste and less-than-credible-ingredients, Happy Planet has brought their reputation and knowledge of healthy natural beverages to the emerging shots category. Happy Planet Shots are formulated to address four specific occasions: Energy+, Immunity, Detox and Glow. By infusing specially-selected herbal wonders from around the world with key vitamins and minerals, and with a premium fruit juice base, each shot provides a total net effect that both tastes good and that works. With no added sugar, no preservatives and no artificial ingredients, each 75 ml is a shot of pure concentrated goodness.
"With so many people leading a fast-paced life where they work and play hard, Happy Planet Shots provides a healthy solution," commented Randal Ius, Happy Planet’s Vice President, Brand Development. "Depending on what life throws you on a given day, Happy Planet Shots can help re-charge your battery, help battle a cold, provide some post-party detox or help with some emergency skin nutrition."
Subplot Design’s strategic role involved an extensive audit of the current shots and functional beverage category as well as liaising with Vancouver’s InQuest Consumer Insights & Planning, who conducted in-depth positioning consumer focus groups. Subplot then worked with Happy Planet to create a solid brand positioning strategy, followed by bottle and packaging design.
“In helping to express the Happy Planet brand through this new range of products, we realized that Happy Planet fundamentally defied the category conventions on every level”, says Roy White, Subplot Principal and Creative Director on the project. “This category was begging for a healthy alternative”.
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