Results and Effectiveness

-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** -164,949 clicks generated, averaging 2.29 times frequency** -Sales rose +18% vs. same period in 2007. Growth is observed in most of its variants*** -Overachieved 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 end of campaign*** Sources: * Vita Juice online survey 2008. ** Yahoo!HK/Pixel/Sina/Matrix Marketing/Asiadog. *** Vita Juice.

Creative Execution

Announcing the death of Vita Fruities… -Seven 15’s animatic ads were aired on mass transit TV Network (76% penetration) to reach low income and outgoing teens. -Extended with selected teen magazines (0.57 million circulation) and ambient execution featuring suicidal fruits being squashed, squeezed by trams and even electrocuted. -Online radio commercial to guess how fruits kill themselves. An invitation to kill… -Via main sites - Yahoo! HK, MSN and Sina.com.hk (+3.7 million estimated impressions). -Popular teen entertainment/gaming platforms - The Networks! and Asiadog.com (+2.4 million estimated impressions). -Popular teen blog site - xanga.com (+5.25 million estimated impressions). Designed to drive people to… -Our mini-site that aimed to spread the campaign’s infectious sense of humour and gave people a chance to create their own ‘Fantastic Fruit Smashing Machines’, forward to friends and upload to their own blogs. Executed under US$200,000 given media budget.

Insights, Strategy and the Idea

Juice Drink is the highest growth but saturated beverage category.Vita Juice besides faces intense competition, consumers categorized the brand as processed fruit juice with unhealthy connotations. Our challenge was to reinforce the brand’s authentic juice taste positioning, rejuvenate it’s imagery to drive sales and reconnecting with the core juice drinkers aged 15-24. Taste indulgence and the suitability to consume in any occasion are the key consumption motivators for Juice drinkers (Wellness Research 2007).We tapped into that need and leveraged on Vita Juice’s competitive advantage –authentic juice taste with the widest fruit variety and combinations. So we let our juices flow and created ‘It’s Dead Fruity!’ campaign to celebrate the extreme fruitiness of Vita juice -all its fruits want to do is self-destruct in order to ‘unleash’ their juicy fruitiness. Involving wired teens integrally in the activation, we invited them to lend Vita fruits a helping hand!