Situation and brief:

Froosh is a high-quality smoothie company that primarily functions on the Swedish, Finnish and Norwegian market. As Froosh has seen it’s market share dip across all three primary markets Perfect Fools was given the task to produce the launch-campaign - for Frooshs new brand - that would swing the share-tide for Froosh.

The smoothie markets are very competitive from a communicative standpoint. As purchases are largely spontaneous, ‘top of mind’ becomes a critical component for success, something Froosh’s competitors have invested a lot of money in. The primary challenge for this case has hence been to achieve high levels of awareness and top of mind with a very low budget -

24 000 € in production.

Objectives:

Objective - defend market share:

Market share change +/-0 %

Objective - awareness:

Increased ad awareness

Increased top of mind

Media measurement: Impressions

Based on the creative foundation the strategy consisted of matching the message of the fruit-units with relevant contexts for our target audience. Froosh’s target audience have modern, big-city mindsets. They wake up, commute, work, then sleeps. They are richer in money than time and don’t mind paying a little extra when opportunities for indulgence arise. The strategy has henceforth been to place Froosh at the top of consumers' minds in situations close to purchase, such as the commute from work; this through gaining their attention with humoristic and contextually relevant units.

What’s primarily made the campaign successful is it’s contextual flexibility. The fact that copy, visual and message can seamlessly be adapted for any channel or societal context is unique. The strategy was hence implemented through several channels to match the different contexts which were relevant to the target group.

OOH were a central of part of the campaign execution and used in hot spots in Stockholm and Helsinki. More “personalised” units were used in more specific contexts, such as the “This is just fruit manspreading”-unit in subways or the “This is just fruit doing its morning situps”-unit in YouTube-bumpers for Health and Welfare-videos.

The communication campaign, including OOH, SoMe, Online Video, etc., only launched in Sweden and Finland. Only the new brand expression was launched in Norway.

Objective: Market share change +/-0

Result:

Market share change Finland: +2,4 %

Market share change Sweden: -2,8 %

Market share change Norway: -0,2 %

Objective: Awareness

Result:

Ad awareness Sweden: 78 % increase

Ad awareness Finland: 117 % increase

Top of mind Sweden: 71 % increase

Top of mind Finland: 57 % increase

Impressions Sweden: 45 910 798

Impressions Finland: 29 291 428

(Campaign didn’t run in Norway, hence no Awareness results)