From Préventiv Waters to EVR, brand alters its positioning
For the past two decades, researchers have been extensively studying resveratrol, a naturally occurring compound commonly found in the skin of red wine grapes that is said to have anti-aging, cardiovascular and anti-cancer benefits. Looking to hone in on those benefits, Jonathan Straub, a sales executive, put together a team of experts to help him launch a functional beverage that contained the powerful antioxidant.
The challenge: First introduced in 2008 as Préventiv Water, the company originally focused its branding strategy around wine, from the name of its varieties, such as Berry Bordeaux, to the packaging’s graphic elements and taglines, “Health Benefits of Red Wine.” But, despite being a healthy, functional beverage, Préventiv’s association with alcohol resulted in negative connotations for the brand.