IVI; a Greek PepsiCo fruit juice drink needed a brand facelift if it was to continue to push the market leader in Greece: Fanta. IVI was becoming known as the drink which parents would buy for their kids, rather than the Orange juice of choice for children and teenagers from the age of 11-19. The design brief was a simple one - build an online community where Greek teenagers would meet online with their friends and bring some edginess back to the somewhat tired brand.
Through working closely with various third parties to understand the various Greek personas and cultures, Lightmaker has developed a site which is fresh, inviting and focused on the teenage Greek culture. Within a week of the site launch week, Pepsi IVI had seen a huge 2000% increase in the subscribed user base. In a country where cutting edge design lags some ten years behind the UK, a site as graphically rich as IVI World has never been seen before.
