-85% campaign awareness achieved among teens; over 54% liked the ads* -In 4 weeks, 1.96 million online unique users reached by an average of 8.38 times** -164,949 clicks generated, averaging 2.29 times frequency**-Sales rose +18% vs. same period in 2007.Growth is observed in most of its variants*** -Exceeded targeted value goal by +7% and +5% in volume***-Year-to-date, volume share continued to strengthen as No.1, whilst value share overtook Ribena, long-standing market leader, as No.1 by the end of campaign***Sources: * Vita Juice online survey 2008.** Yahoo!HK/Pixel/Sina/Matrix Marketing/Asiadog.

*** Vita Juice.

Despite a small media budget (US$200,000), we maximized the creative impact and campaign reach through online channels (90% teens used the internet yesterday) with out-of-home and magazines as support.Announcing the death of Vita Fruities…-On mass transit TV-Network (76% penetration) to reach low income and outgoing teens.

-Extended with teen magazines (5.27 MM circulation) and ambient execution featuring suicidal fruits being squashed (in supermarkets), squeezed by trams and even electrocuted (near their homes).

-Online radio commercial to guess how fruits kill themselvesAn invitation to kill…-Via main online portals (+3.7 millions impressions).-Teen entertainment and gaming platforms (+2.4 MM impressions).-Teen blog site (+5.25 MM impressions).

-Mini-site to spread the campaign’s infectious sense of humour and give people a chance to create their own ‘Fantastic Fruit Smashing Machines’, forward to friends and upload to their own blogs.

The number 2 brand, Vita Juice faces intense competition as market leader Ribena maintains consistent A&P spending throughout the year and is perceived to be a healthy option. Other competitors also grew aggressively with new product initiatives.

Our challenge was to reinforce the brand’s authentic juice taste positioning and rejuvenate it’s imagery to drive sales and staying relevant with core juice drinkers aged 15-25.

Taste indulgence is the key consumption motivator for Juice drinkers (Wellness Research 2007).We tapped into that need and leveraged on Vita Juice’s competitive advantage – authentic juice taste with the widest fruit variety and combinations.

So we let our juices flow and created ‘It’s Dead Fruity!’ campaign to celebrate the extreme fruitiness of Vita juice -all its fruits want to do is self-destruct to ‘unleash’ their juicy fruitiness. To involve our wired teens, we invited them to lend Vita fruits a helping hand!