-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 budget (US$200,000), over 30 pieces of communication were economically produced. The campaign included seven 15’s animatic ads, print ads, an online radio commercial and online banners designed to communicate how Vita fruits devise ingenious ways to kill themselves. A mini game site was created to give users a chance to create their own ‘Fantastic Fruit Smashing Machines’ and lend Vita fruits a helping hand, the game can be forwarded to friends and uploaded to blogs.

We wanted the campaign’s infectious sense of humour to spread beyond traditional media channels, so outdoor channels were exploited to show how Vita fruits unleash their juicy fruitiness:-Squeezed by trams – to appeal to low income teens when they are taking public transport.-Electrocuted by a power generator - near their homes.-Smashed and splattered on supermarket windows - remind them when they shop.

Juice drink is the highest growth but most saturated beverage category. The success of Vita Juice depends on it staying relevant with core juice drinkers aged 15-25 and having a differentiated brand positioning.Consumers categorized Vita Juice as processed fruit juice with unhealthy connotation vs. market leader Ribena’s rich in Vitamin-C health claim.

Our challenge was to reinforce the brand’s authentic juice taste positioning and rejuvenating its imagery to drive sales and engage core teen juice drinkers.

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.