Results and Effectiveness

Overall campaign results: • 85% campaign awareness achieved among teens; over 54% liked the ads* • In 4 weeks, 1.96 million online unique users reached by an average of 8.38 times** • Sales rose +18% vs. same period in 2007. Growth is observed in most of its variants*** • Exceeded targeted value goal by +7% and +5% in volume*** • Year-to-date, volume share continued to strengthen as No.1, whilst value share overtook Ribena, long-standing market leader, as No.1 by the end of campaign*** Sources: * Vita Juice online survey 2008. ** Yahoo!HK/Pixel/Sina/Matrix Marketing/Asiadog. *** Vita Juice.

Creative Execution

Designed to be fun, humorous and intriguing, ‘It’s Dead Fruity!’ campaign aimed to communicate how Vita fruits devised all kind of ingenious ways to self-destruct in order to ‘unleash’ their juicy fruitiness. Thus giving juice drinkers the authentic juice taste they craze for in order to satisfy their taste buds. Over 30 pieces of communication were produced and integrated in the campaign. Teens’ outgoing nature makes outdoor the most important route (91% have seen an outdoor ad). So, to spread the campaign’s infectious sense of humour into teens’ daily touchpoints, we demonstrated Vita fruities’ stunts at locations where Vita fruit juices were often consumed. • Squeezed by trams – To appeal to outgoing teens when they are out taking public transport. • Electrocuted by a power generator - Near their homes. • Smashed and splattered on supermarket windows – To remind them where they shop.

Insights, Strategy and the Idea

In a category where processed juice drinks have always been perceived with unhealthy connotations, we recognised the importance for Vita Juice to reconnect with its consumers aged 15-25 and having a differentiated positioning vs. its no.1 competitor Ribena (rich in vitamin C). Other competitors have increasingly positioned their juice drink products with health benefits too. However, teens aren’t ready to compromise on taste indulgence just yet (Wellness Research 2007). We tapped into that need and leveraged on Vita Juice’s competitive advantage – authentic juice taste with the wildest fruit variety. Our challenge was to find an innovative angle in the category that is emotionally appealing to engage teens, rejuvenate the brand’s imagery and reinforce its authentic juice taste positioning to drive consumption. So we decided to let our juices flow and created ‘It’s Dead Fruity!’ campaign to celebrate the extreme fruitiness of Vita juice.