Del Monte were launching their first range of ambient fruit juice drinks, Fruit Burst, aimed at the kids category, specifically 7-13 year olds. The fruit drinks come in fun fruit flavours and contain vitamins that help combat tiredness, fatigue and help learning in young growing brains. Fruit-fuel, it’s not rocket science!
Launch budget was relatively modest. Supermarket space is difficult to secure and retain and Del Monte needed a compelling launch programme.
In a crowded market Del Monte needed to create awareness and establish a point of difference in the minds of the purchasers.
Following competitor analysis the key creative concept was ‘Fun Learning’ – Discovery. This would create a springboard between parents and kids and could directly support the national curriculum. (especially KS2)
We designed and developed a website www.fruit-burst.co.uk to appeal to both parents and children. Supported by a creative launch strategy which included both online and offline elements.
The website was given a fun look and feel to appeal to kids, match the branding and help promote the idea of discovery. We created a range of interactive, fun and educational games and ‘factoids’ on the site which could be shared socially and on-pack to drive traffic to the site.
For parents, the site included nutritional information on the drinks and a range of downloadable information packs, promotions, and ideas for activities and days-out during school holidays etc.
In tandem with the website, and as part of the launch strategy we developed an iPhone game based around Sir Isaac Newton discovering gravity. This was launched alongside the apple flavoured juice with an on-pack promotion. The game had an educational element and competitive leaderboard, encouraging repeat usage.
The client was really pleased with the final result.
Alli Lucy, Commercial Manager at Del Monte said:
Plus Two excelled on developing a clearly aligned strategy for Fruit Burst, clearly understanding Del Monte’s challenging objectives.
Download the iPhone app here.