Develop a campaign that would disrupt busy mothers in the competitive juice category.
From a series of strategic client workshops, the market proposition was defined as ‘Meet the Infusers”. The Infusers became characters with their own personalities. They were used to highlight the nutritional benefits of the product and to brighten a rather dull juice category.
The campaign extended to include:
- 15 and 30-second TVC animation
- Outdoor billboard campaign
- Point of Sale (POS) materials.