Fruitopia: 100% juice. 100% natural vitality
Launch campaign for Fruitopia into the highly fragmented Australian soft drinks market. Objective: to build the brand and appeal to a young audience, busy people. Media: TV, with direct response mechanism (competition). Supported by sampling and event sponsorship. Evaluation: despite negative category growth, Fruitopia's volume increased by 35% in the first four months. Brand awareness was 53% above target.