Jols – Clever Jols
When Jols came to TRP, the brand was in bad shape. Sales had declined -32% over the previous four years and a retailer review had been called for. An urgent plan was needed to revive the brand and keep Jols on shelf.
Our idea was simple: show that Jols was the fruit pastille bursting with flavour. This was brought to life with new packaging and advertising that celebrated the fruit flavours of Jols.
After four years of consecutive sales declines, Jols turned a corner. Sales increased +36% in a category up just +1.9%, giving Jols an 18X increase in category sales performance.