Brand Concept & Positioning

Citrabella is a premium, zero-sugar sparkling citrus drink for health-conscious millennials, Gen Z professionals, and trendsetters. Positioned as “Sparkling Citrus Elegance”, the brand blends bold flavour with vibrant lifestyle branding. Sleek matte packaging, embossed logo, and citrus tones create a sense of indulgence for both casual and elevated moments.

Objectives

• Launch Citrabella as a luxury lifestyle beverage.

• Build awareness and desirability among young professionals.

• Drive subscriptions and repeat purchases through a digital funnel.

Strategy

• Storytelling & Creative: Lifestyle-driven visuals across social and outdoor placements (beach, brunch, gym).

• Social & Influencers: Instagram, TikTok, and Facebook campaigns with UGC videos and micro-influencer partnerships.

• Paid Funnel: Meta, Google Display, and YouTube ads with A/B-tested CTAs, driving to a “Subscribe & Save” landing page with reviews and conversion-focused design.

Results (Mock)

• Meta Ads: 4.1x ROAS

• TikTok Ads: 3.8x ROAS

• YouTube Ads: 3.2x ROAS

• Website Conversions: 15.6%