REAL FRUIT BOXES by Isobar Sao Paulo for Camp Nectar

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REAL FRUIT BOXES

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Industry Juice
Media Direct marketing, Case study
Market Brazil
Agency Isobar Sao Paulo
Creative Director Carlos Domingos
Art Director Henrique Mattos, Cristiano Rodrigues, Fuku
Copywriter Charles Faria, Daguito Rodrigues
Released June 2012

Awards

Cannes Lions 2012
Outdoor Lions Bars, Restaurants & Stores, etc. Gold
Promo and Activation Lions Best Use of Experiential Marketing in a Promotional Campaign Silver
Direct Lions Ambient Media & Print Collateral, Non-Mail (Small Scale) Bronze
Promo and Activation Lions Food and Non-Alcholic Drinks Bronze

Credits & Description

Type of entry: Use of Direct Marketing
Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: CAMP NECTAR
Product/Service: JUICE
Agency: AGE ISOBAR São Paulo, BRAZIL
Advertiser CAMP NECTAR
Product JUICE
Entrant AGE ISOBAR São Paulo, BRAZIL
Type of Entry: Use of Direct Marketing
Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Title: REAL FRUIT BOXES
Advertiser/Client: CAMP NECTAR
Product/Service: JUICE
Entrant Company: AGE ISOBAR São Paulo, BRAZIL
DM/Advertising Agency: AGE ISOBAR São Paulo, BRAZIL
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)
Describe the brief from the client
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 people believe that Camp Nectar is different: it’s really made of the natural fruit.

Creative Execution

We’ve exhibited them in supermarkets, fairs and horti-frutis. People could take the Fruit Box from the gondola and get back a box of juice Camp


Describe the creative solution to the brief/objective.

We figured out a different way to show that Camp Nectar juice boxes have a lot from the fruit. After 2 years of experiments, we’ve created Real Juice Boxes. First, 3 types of moulds were developed in the shape of the pack. 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.


Describe the results in as much detail as possible.

Results: Share on social networks. Incalculable free exposure in the media. 15% increase in sales in supermarkets where the action occurred. True juice lovers found out that Camp is tasty, healthy and natural