Reinvigorate a stale brand - ReaLemon - and make it relevant today.
ReaLemon will never beat the natural flavor or purity of actual lemons.
Position ReaLemon as the most versatile product in your home.
ReaLemon is a tried and true household staple that is known for it's reliability and value. Lemon juice is still a necessary ingredient in the kitchen, but the ReaLemon brand is stale and unattractive. With their core audience aging out, ReaLemon needs to attract a new, younger audience and cannot rely solely on convenience as the main benefit.
ReaLemon has stiff competition - actual lemons. In a world that places such high emphasis on products that are "organic" and "natural", ReaLemon is at a clear disadvantage. Therefore, we have to reframe how the brand positions itself.
People use lemon juice to solve problems. While ReaLemon has traditionally been known and used as a cooking product, the actual possibilities are nearly endless. It’s a product that can take your grandma’s famous lemon bars to the next level, but also remove the skunk odor from that incident in the woods you don’t like talking about.
There’s more to ReaLemon than meets the eye. ReaLemon should lean into the versatility and problem-solving capabilities of lemon juice. It's a natural, effective product that can tackle jobs ranging from mild to wild.
ReaLemon is the most versatile product in your home. What you do with it is your business.
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The current ReaLemon brand is stale and uninspiring. In conjunction with the new emphasis on versatility, we gave ReaLemon the facelift it needs to make it appealing to a new generation of loyal consumers.