In today’s world, raw is a rarity.
Our intended purpose through this campaign was to bring back trust in packaged juices, where 100% produce = 100% product.
And so, it was only natural to extend the product core, fruits ‘and nothing else’ to a cross-platform campaign.
So we hit the market with high-intensity outdoor ads, created magic on digital with videos around our fruits and leveraged multi-screen viewership through few key tv channel partnerships. All this led to the doubling of the footprint of the brand and increased availability to 1500 + touch-points across retail, airports & hotels.
Over the past decade, healthy has become the new sexy – however, while consumers desire products that are truly good, the realities of everyday life push them to settle for something processed or unnatural. This led us to create a message that was solving the problem, rather than selling the product.