The development of a structured product portfolio for the soft-beverage division of the Ariant CompanyAriant Company, the largest wine-holding company in Russia has been developing the alcohol-free side of its business for more than fifteen years. Initially, the aforementioned area of their business was represented only by mineral water. However, in early 2011 the decision was made to significantly expand operations within the non-alcoholic beverage segment. The company's portfolio has subsequently expanded its line of pure drinking water, fruit soda water and a collection of refined tasting premium lemonades.TASKKIAN was tasked with the development of the portfolio structure for the non-alcoholic section of the Ariant Company, as well as developing a platform and positioning for each of the brands within this segment. Furthermore, KIAN was tasked with the creation of a creative concept for an advertising campaign to support the launch of the new range of non-alcoholic beverages to market.SOLUTIONThe parent Ariant brand was used as the basis for the brand portfolio, a logical decision given the popularity and scale of the manufacturer as well as the story of the eponymous brand of mineral water. The entire extended range of mineral water was assigned to the Ariant brand, while the rest of the range was divided between two new brands: a fruit soda line under the brand name Arivita and a collection of classic soft drinks under the brand name Adieu.The designed segmentation enabled the company to build up an effective product policy, mastering all prospective customer segments not already occupied by strong competitors. The brand of mineral water Ariant has a classic visual image that appeals to conservative consumers, Arivita has a fresh, light, and airy image that appeals to a young and modern audience who are looking for something bright and interesting with which to quench their thirst, and the stylish brand Adieu was designed for the tastes of demanding and sophisticated consumers.An advertising campaign was launched in the relevant geographic regions to support the updated portfolio of non-alcoholic beverages. The leitmotif of the creative concept was the emphasis on natural and naturally derived mineral water, which, in turn, is the basis for the preparation of all the other soft beverages within the company’s product lines. Thus, the advertising helps to create a positive image which spreads across the entire range of non-alcoholic Ariant beverages.
