Juggle Master had created an innovative football training game, but the brand wasn’t communicating its value. A dated identity, unclear gameplay and a toy-like presentation made the premium price difficult to justify. The challenge was to create a brand that teenage players wanted, while giving gift-buying parents an immediate reason to choose it.

We repositioned Juggle Master from a football toy into a premium, skill building training game, creating a street inspired identity designed around the two audiences driving the purchase. The visual system gave the brand greater relevance with teenage players, while a clearer packaging hierarchy made the gameplay instantly easier for parents to understand. Key gameplay cues were brought forward, helping shoppers quickly see what the product was, how it worked and why it commanded a premium. The new direction was validated through our Impression and Purchase Confidence testing before launch, giving the team evidence that the repositioning was landing before committing to the final execution.

The repositioning delivered a 7% conversion lift and gave the business the confidence to increase its retail price. More importantly, Juggle Master was no longer perceived as just another football toy. It had become a distinctive, premium training game with a clearer proposition and stronger reason to choose.