Background:
La Mortuacienne is an iconic French lemonade brand celebrated for its traditional recipes and signature glass bottles. Known for its natural ingredients and time-honored production methods, the brand wanted to refresh its image by launching new flavors and revamping its packaging—without losing the artisanal charm that made it beloved for generations.
Challenge:
The goal was to modernize La Mortuacienne’s product line and attract a younger audience while maintaining the authenticity that resonated with longtime fans. How do you innovate without alienating your core?
Solutions:
Maaketto partnered with La Mortuacienne to design a full-spectrum strategy blending product innovation, packaging design, and storytelling:
- New Flavor Lineup
Created a fresh range of flavors—Pomegranate, Mandarin, Orange, and Lemon—crafted from premium, all-natural ingredients to stay true to the brand’s artisanal DNA. - Bottle Redesign
Introduced elegant new bottles that retained the iconic shape but featured updated graphics and vibrant color coding per flavor, making them collectible and visually impactful on shelves. - Refreshed Messaging
Positioned the new collection as a meeting point between heritage and modern taste. Messaging celebrated tradition while embracing curiosity and freshness. - Integrated Marketing Campaign
Rolled out a 360° campaign with in-store activations, influencer partnerships, social media challenges, and national taste-testing pop-ups. Chefs and mixologists were invited to create recipes featuring the new sodas. - Community Engagement
Encouraged customers to share personal soda pairings, drink recipes, and feedback on social platforms, building a participatory community around the refresh.
Result:
- Broadened Consumer Appeal: Successfully attracted younger demographics without alienating existing customers, increasing brand relevance in a competitive market.
- Enhanced Brand Perception: The new flavors and bottle designs were met with enthusiastic customer feedback, appreciating the innovation and commitment to quality.
- Increased Sales: Saw a 30% increase in sales volume within the first six months of the launch, with particularly strong performance in urban markets.
- Greater Market Visibility: The engaging marketing campaign and refreshed packaging significantly improved in-store visibility and online engagement.
The introduction of new flavors and redesigned bottles enabled La Mortuacienne to invigorate its brand and expand its market reach. This strategic refresh, rooted in the brand’s heritage yet attuned to modern trends, underscored La Mortuacienne’s dedication to quality and innovation. This case study exemplifies Maaketto's expertise in blending tradition with contemporary appeal, demonstrating our ability to revitalize classic brands for new generations of consumers.
