In 2008 Fruit Shoot found itself in a downward spiral of promotional addiction, locked in a battle with retailers that no one could win. Ironically as the drink became cheaper to buy, it became less attractive to mums. To reverse this communications leveraged traditional and non-traditional media to drive demand amongst increasingly price-conscious mums whilst supporting a 1.5% increase in Fruit Shoot’s price. The key to this was to drive credibility in the playground, which was achieved by the creation of ‘What’s Your Juice?’, a multi-channel platform designed to inspire and teach kids cool skills from diabolo to BMX. TV advertising and advertiser-funded programming were employed to drive mass awareness. The campaign resulted in £3.89m incremental sales, and a payback of £3.29 for every £1 spent.