The Campaign

To promote a range of Vita Juice Drinks in an already saturated market, strong competitors included Minute Maid, Ribena. Vita Juice aims to launch an integrated brand building campaign to boost top-of-mind awareness and solidify brand connection with the target consumers aged 15-24.

Success of the Campaign

Vita Juice increased by +18% in volume and +16% in value vs YA after campaign came out. Growth is observed in most of its variants. In effect, Vita Juice volume share continue to strengthen as No.1 in YTD basis, whilst value share overtook Ribena, long-standing market leader, as No.1 in Oct 08. • The campaign achieved a high 68% of total ad awareness, and up to 85% among targeted 15-24 aged teens; over 54% liked the ads*. • Online delivered a total of 16.4 million impressions in 4 weeks, reaching 1.96 million unique users with an average frequency of 8.38 times**. • 164,949 clicks were generated at an average click-through rate of 1.01%. 71,890 unique clicks attained at an average frequency of 2.29 times**.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We created ‘It’s Dead Fruity!’ – an integrated campaign that celebrates the extreme fruitiness of Vita juice. Apparently, all the fruits want to do is self-destruct and ‘unleash their juicy fruitiness’. So much so that they’re committing suicide in order to do it. The campaign included three 15” TV spots, outdoor posters, radio commercials, ambient execution,etc show the fruits devising all kinds of ingenious ways to kill themselves, showing crazy fruit being squashed and splattered. In fact, every above-the-line execution was designed to drive people to our website. ‘It’s Dead Fruity!’ – the website – then helped spread the campaign’s infectious sense of humour further. It gave people a chance to create their very own ‘Fantastic Fruit Smashing Machines’.