LMN Case study

When life gives you lemon... To launch a fresh new lemon drink in the market.. Background: David vs Goliath Real lemon have been nearly non-existent in the organised beverage market. So, Parle Agro came up with a real lemon drink that tastes exactly like the traditional 'nimbo-pani'. Half way through the project we hear even the Cola Giants are planning to launch their version of the same. The excitement begins. David vs Goliath. Process: ...Make LMN out of it. Research, Freethinking � and many rounds of deliberations later, we decided that we wouldn�t describe our new product as �nimbu paani�. That's the path of least resistance. The lemon drink market per se is huge in India. Clearly defining it as a 'nimbu-pani had its own de-merits, so we chose to go Indi-cool, young and aspirational. Next, we listed down lemon truths. The most important one was the fact that it was a quick refresher. Nothing rehydrates faster than a lemonade, thanks to the properties of lemon. Then we listed down the truths about the consumer. The one that stood out most was the fact that he led a fast life. Fast food, speed dating, ATM and texting were the order of the day. LMN, The Emergency Lemon Drink married the lemon truth and the consumer truth impecably. The Name: The exercise was long drawn. The product needed a name that was anything but traditional. It had to be stylish, youthful, quick, non-pretentious and easygoing. We explored the explosive lemon route, the stylish lemon route, the cute lemon route and the fun lemon route. Then we explored the cool lemon route. Hundreds of names later, it happened. LMN. Snappy, cool, young and of course, a lemon via text messaging.
		The Packaging: The design brief was simple. Create the most stylish refresher in this country. Shelf throw was a mandatory. So was unconventionality. It had to look premium, international, bold, bright, modern and boutique. The imagery had to be contemporary. And most importantly, in one look it had to communicate what it was.
		The Communication: While the communication had to have strong youth undertones, strategically it had to appeal to people from various social and economic backgrounds across various languages in India. Thus, in the film we used a powerful visual metaphor and humour to help us cut across societal segments in a huge market like India. The Emergency Lemon Drink suddenly came alive.