Camp Nectar Design & Branding REAL FRUIT INVITATION by Isobar Sao Paulo

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REAL FRUIT INVITATION

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Industry Juice
Media Design & Branding
Market Brazil
Agency Isobar Sao Paulo
Creative Director Carlos Domingos
Art Director Henrique Mattos, Cristiano Rodrigues, Fuku
Copywriter Charles Faria, Daguito Rodrigues
Released March 2012

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: CAMP NECTAR
Product/Service: JUICE
Agency: AGE ISOBAR
Creative Director: Carlos Domingos (Age Isobar)
Art Director: Henrique Mattos (Age Isobar)
Copywriter: Daguito Rodrigues (Age Isobar)
Art Director: Cristiano Rodrigues (Age Isobar)
Copywriter: Charles Faria (Age Isobar)
Art Director: Fuku (Age Isobar)
Media placement: Dimensional Mailing - Mailing - March 2012

Describe the brief from the client
APAS is the biggest food fair in Brazil: APAS 2012.
Camp Nectar had to invite 200 prospects (owners of bakeries, supermarkets, warehouses, bars) to visit the brand's stand in the fair.

Describe the challenges and key objectives
Brazil is a tropical country. People tend to doubt that juice boxes are all natural, they think it is a drink with little from the real fruit. We had to make our prospects believe that Camp Nectar is different: it’s really made of the natural fruit.

Describe how you arrived at the final design
We figured out a different way to show that Camp Nectar juice boxes has alot of fruit. After 2 years of experiments, we’ve created the Real Juice Boxes: fruits with the shape of the pack. First, 3 types of molds were developed. Then, the molds were placed in trees in a Brazilian farm. After some months, the Real Juice Boxes were born. We’ve got 1.123 fruits in the form of the pack. Oranges, limes, passion fruits and guavas.
They were sent to 200 prospects (owners of bakeries, supermarkets, warehouses, bars) inviting them to visit the brand's stand in the fair.

Give some indication of how successful the outcome was in the market
70% of return
141 guests attended the stand.
20 new establishments accepted to offer Camp Nectar.

“This was the most successful direct mail in our company’s history. "
Isael Pinto, General Brands President