Arcor juices were launched in a market absolutely lead by the TANG brand.

The campaign was targeted to the family as a whole, that is a whole family was the main character. The campaign was intended to launch a powdered juice, a product which itself was quite plain. Because of this, we decided to build a story around the product based on a family insight: The disappearance of certain food product.

In this way, the story of ¨The Juice Mystery¨ was born, which involved a very large family, a disappearing glass of juice and a hands-on detective willing to solve the case.

The campaign was begun by stating the case, then by presenting different statements from the family members, and last in the WEB, where consumers were able to solve the case.

The campaign was a tremendous success, the new Arcor juices were placed in the market and the campaign was highly recalled.

The promotion was kicked off on TV, stating the case, then it went on by introducing different family members, and finally, the campaign directed consumers to a site where the case could be solved by consumers for the chance to win amazing prizes.

This product was placed in the Market very strongly. The campaign was highly recalled and achieved over 500,000 hits in 2 weeks.

Social networks collapsed and the campaign generated every kind of comments.