Fruitables Campaign

1. Fruitables Campaign COMS 223 ADVERTISING COPYWRITING

2. Secondary Research

3. It All Began With an Apple • Apple and Eve was founded in 1975 by Gordon Crane. • The Current logo was designed by Cliff Bachner in 1990. • Apple and Eve was the first company to be awarded the Sesame Street licenses for beverages. • They introduced the first juice box in 1982.

4. Fruitables • Introduced in 2009 • Contain 1 serving of fruits and vegetables • ¾ Fruits • ¼ Vegetables • 1/3 less sugar than other juices, a good source of antioxidants, and no added sugar or high fructose corn syrup • 5 different flavors in the 6.75 fl. Oz juice box

5. We Will Rock You • Nestlé's Juicy Juice • Tagline: “Growing up Healthy at Every Stage” • Their website has a section to inform parents, but also has a more interactive section for children. • Kraft: Capri Sun • Tagline: “Making Everyday Better” • Website for Moms and Websites for Children • Only have a full serving of fruit, no veggies

6. Insights on Mothers • Mothers main concern: nutritional value • Younger mothers spend less time on so-called "basic duty chores" and tasks like grocery shopping than older mothers • Parents of young children are more likely to redeem coupons online • More than 80% of household purchases are still made by the mother

7. Insights on Children • Children’s main concerns: flavor, visually appealing packaging and advertising. • Children recognize and are more attracted to licensed characters. • Most children do not get their daily recommended servings of fruits and vegetables.

8. Primary Research

9. Survey Analysis • Surveyed 30 people • 8 Males • 22 Females • Out of the 30 surveyed, there were 19 mothers and 11 fathers who did the family grocery shopping. • The two most popular grocery stores were Food Lion and Wal-mart. • More than half said their children grocery shop with them. • 19 out of 30 parents said they use coupons when grocery shopping.

10. Target • Primary target: Children ages 3-11 • Secondary target: Mothers ages 18-35

11. CREATIVE BRIEF

12. Problems • Little or no brand awareness due to lack of advertising. • Weak and worn out partnerships. • Packaging lacks creativity, innovation and eye-catching visuals. • Product placement is inconvenient and unnoticeable for the consumer.

13. Objectives • Make advertisements more visually stimulating and memorable to consumer. • Choose a well-recognized partner. • Encourage a healthy lifestyle. • Change the image/face of Fruitables. • Change the placement of the juice boxes in all stores.

14. Strategies • Develop a full creative campaign including television, magazine, and radio spots. • Partner with Dr. Suess and NFL Play 60. • Redesign the Fruitables logo, tagline, and packaging. • Increase the number of shelf facings and make them easier to find.

15. Tactics • Create a new 60 second television commercial, 4 new magazine ads, and one 60 second radio spot. • Use partnerships to attract the primary target and create new, exciting promotions. • Make the logo, tagline and packaging more visually appealing, colorful and partnership (Dr. Suess) related. • Work with grocery stores to place product at cat level for parents and have at least 12 shelf facings.

16. Logo and Tagline “FRUIT IN A BOX THAT WILL ROCK YOUR SOX”

17. 60 Second Television Commercial

18. Grinch Magazine ad

19. Grinch Magazine Ad

20. Green Eggs and Ham Magazine Ad

21. NFL Play 60 Magazine ad

22. 60 Second Radio Spot • Lorax: Hey moms, it’s me, the Lorax • The Grinch: And me, The Grinch! • Lorax: You all know me; I save trees and make the world a better place! But not only do I like to make the world a better place, I also love to bring smiles to every kids face! How do I do that, you may ask? Well, here is my task. I have these tasty drinks called Fruitables, you see. It’s made with all natural fruits right from a Truffula tree! And yes, there are some vegetables in this yummy drink, but your kids won’t taste them, you’ll just turn around and wink! Mom, you and I know the secret to this nutritious mixture, all you have to do is look at the big picture! • The Grinch: You know that it’s hard for me to approve, because I hate everything that moves! But once I had a sip of this drink, I didn’t know what to think! Suddenly, my idea of everything was flipped upside down, I did everything but frown! I’m telling you, these Fruitable things are great, hurry and buy some, don’t be late! • The Lorax: Go to your local grocery store now, hurry along! These juice boxes are so tasty that they won’t be there for long! • The Grinch and The Lorax: For a fruit juice that will make your taste buds burst, try Fruitables to quench your thirst! This is fruit in a box that will rock your socks!

23. Website • Create a link for parents and a separate link for children • Make more interactive with games and visuals on children’s site • Provide nutritional facts, coupons, and FAQ’s on parents site.

26. Packaging • Create a variety pack of juice boxes rather than just one flavor in each package • Images of new juice boxes with Dr. Suess characters on the front

27. Promotions • NFL Play 60- Email a picture of yourself playing a sport to play60@appleandeve.com to receive a coupon for a variety pack of Fruitables • On Apple and Eve’s website enter to win two tickets to Broadway’s “Suessical the Musical”

28. Thank You! • “Don't cry because it's over, smile because it happened.” • ― Dr. Seuss