Moya Semya juices and fruit drinks have been marketed in Russia since 2001, by leading juice manufacturer Multon, and quickly became popular in the value-for-money category. The brand, which translates as “my family”, endorsed family values from day one, and moments of joy around the family table have always been part of its ATL campaigns. However, sales figures started to drop in recent years, and surveys showed that the brand did not stand out on the packed shelves of the admittedly huge Russian market, and that it did not communicate naturalness and goodness, values that Russian consumers now look for in this category.
Multon’s answer was a brave repositioning: the renewed brand would now include only fruit drinks, focusing on exciting fruit and vegetable combinations, with an improved nutritional value and new, attractive pricing.

Finding a fresh perspective for this traditionally cautious FMCG category was definitely a challenge, as was testing the result on one of the largest markets in the world. The new packaging of the nine variants would have to communicate a host of messages equally loudly: the good quality of the fruit drinks, the new varied flavours, and this bright new way of sharing the family table. The new quality claims also needed to be highlighted, and a powerful and original colour code had to be found to ensure that the Moya Semya family created a vibrant colour block on the shelf.

A hand-drawn glass, like a cheeky doodle on the kitchen table, became the key visual for the new packaging. A warm, wood-hued background became the original colour for the brand and the category, reflecting the naturalness of these fruit drinks. The vibrant and playful fruit visuals offset the exciting mix’n’match flavours and, overall, the new packaging was based on a naivety and simplicity that automatically connotes pureness. The new, fun names for the flavors apply the same principles, as do the sides of each carton. These include fun facts about what happens at home when dad brings back the favourite fruit drink