It
Fits:
Fruitopia
THE BRIEF:
Reintroduce Fruitopia to an audience that is wary of sugary drinks.
THE STRATEGY:
People want to keep healthy, and part of that is healthy indulgence, where you have something unhealthy for a mental break.
THE IDEA:
Lives are busy, and people are finding no time for themselves. Using Fruitopia, they can fit a bit of me time into their schedules.
Copy in the advertisements can be witty towards the hardships of the consumer's lives.
In advertising spaces where there is not as much room for copy, such as outdoor columns in Montreal or the Byward Market, cans with splashes can be used to continue the image of Fruitopia as a light, refreshing drink.
Television spots bring the idea of fitting some break into your schedule to full light.
VIEW A SEGMENT OF THE THESIS PRESENTATION HERE:
