BURSTING THROUGH SOFT DRINK SALES
With a soft drink category in decline and consumers more conscious about the products they’re drinking and sugar taxes dominating media headlines. Our job was to accelerate youth appeal without using traditional media to gain cut through and drive sales.
We invited 16-24 year olds across Britain to play JuiceWars; an augmented reality game we created to encourage players to ‘burst the most fruit’ to win prizes. Just purchase a bottle to enter and ‘Blip’ the bottle to be part of this experience – a multi level game with a supporting with ‘live’ Command Centre base for Tips & Tricks, Achievement Records and Mission Briefings, where they could also create their own Squads (inviting up to 30 friends) to go after bigger squad prizes. The campaign was supported with a university tour around the country.
In the first week this campaign was seen by over 1.3 million people.
With a 3% increase in awareness and 4% increase purchase intent after a four month duration.