Liqui Fruit

The Problem to solve:
Amidst the COVID pandemic, the juice industry experienced a downturn as consumers sought cost-cutting measures, relegating juice to a perceived "luxury goods" category. Nonetheless, Liqui-Fruit aimed to emphasize their product's vitamin C content, asserting its potential value to South African consumers.


The Solution:
Create an integrated campaign that can adapt from winter to summer, underscoring the vitamin C content of Liqui-Fruit. Ensure the tone remains fun and lighthearted, offering a welcome respite to consumers during the challenging times of the COVID era.

Research:
Based on customer feedback and extensive research, we discovered skepticism among consumers regarding the pure fruit content of Liqui-Fruit. This led to the necessity of emphasizing not only its high vitamin C concentration but also its "Nothing but fruit" nature. The challenge was to amplify its appetite appeal in an engaging, enjoyable manner.


Campaign Concept:
Liqui-Fruit "Packs a vitamin C punch"

Our primary emphasis was the in-store experience, which had become a respite for customers seeking an escape from their home environments amid COVID restrictions and lockdowns. Additionally, we concentrated on social media and television, given the increased time customers were spending at home.