Citrus category has been losing relevance over the years, and consumers switch to other categories as they grow up because in consumer imaginary, the category is for very young people (and communicating to teenagers is what leader brand does). Even when adults still like and enjoy the flavour, as they grow up they abandon the category as they don’t feel emotionally connected to it. The brief was to reposition the brand (both in our communication and our image) in an adult target that used to consume us, but stopped as they grew up to other adult categories (beer, wine, colas, etc…) with the objective of making them stop for a minute and reconsider us again; which in an aging population upcoming megatrend was the perfect strategy to recover brand relevance, and ultimately, growth.