Brutal Fruit Promo, Case study BRUTAL FRUIT CHEEKY CRANBERRY by Initiative

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BRUTAL FRUIT CHEEKY CRANBERRY

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Industry Beers and Ciders
Media Promo & PR, Case study
Market South Africa
Agency Initiative
Creative Director John Pace
Released October 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: THE SOUTH AFRICAN BREWERIES
Product/Service: BRUTAL FRUIT
Date of First Appearance: Oct 1 2010
Entrant Company: INITIATIVE MEDIA, Johannesburg, SOUTH AFRICA
Entry URL: http://www.facebook.com/login/setashome.php?ref=home#!/brutalfruitsa
Strategy Director: Michelle Wheeler (Initiative Media)
Media Strategist: Bradley Strydom (Initiative Media)
Media Strategist: Shakti Satyapal (Initiative Media)
Media Planner: Robyn-Ann Dryden (Initiative Media)
Media Buyer: (Initiative Media)
Creative Director: John Pace (@ Pace)
Online Specialist: Franco Raffa (R Cubed)
Media placement: Billboards - Proximity Near Key Areas Of Growth - 1 October 2010
Media placement: Online - Female Specific Sites (Cosmopolitan, Women 24) - Broad Site (MTV, Facebook, Channel 24, MSn, Etc) - 1 October 2010
Media placement: Washroom Media - Prominent Night Clus & Style Bars Nationally - Ladies Washrooms Only - 1 November 2010
Media placement: Magazines - Glamour, True Love, Cosmopolitan, Elle, Cleo, Womens Health - 1 November 2010
Media placement: Mall Media - Key Malls Nationally With Entertainment Areas Within The Vicinity - 1 November 2010

Insights, Strategy & the Idea
Build emotional engagement through the launch of the new variant:

1. Increase consideration amongst 25-34, "Wonder Women" R8k+ (PI)
2. Increase knowledge attributes (for sophisticated, vibrant and vivacious people)
3. Increase consequence attributes (for people like you, the image appeals to you and the one you like best)

Coolers were losing their ‘cool’ within the category shrinking from 5% in F’09 (Apr 2008-Mar 2009) to 0.1% in F’10 (Apr 2009-Mar 2010). Our flagship cooler brand, Brutal Fruit, was beginning to lose market share (from 17.3% in F’09 – 16.2% in F’10) to primary competitors, Red Square & Smirnoff Spin.

We needed to increase consideration amongst our "Wonder Women". Based on consumer insights, we found one key common denominator between Brutal Fruit and our target market; all women inherently have a cheeky side! The relevance between the two - women have a cheeky side, and Brutal Fruit wants to own that.

Creative Execution
Golden thread - Use an international icon who personifies Brutal Fruit's “cheeky side”, Kim Kardashian.

Big idea – launch brand alongside celeb appearance of the Kardashians on the 16th/17th December, in South Africa.

To establish campaign awareness, consumers were geographically targeted with various outdoor media. Also focusing on decision making touch points, we incorporated female washroom media in nightclubs and style bars. Additionally, “cheekily” innovative magazine executions were used (scratch - sniff/reverse cover gatefolds etc.)

Concurrently launched an integrated social media campaign. Paid media drove consumers to Brutal Fruit's Facebook group. Users stood the chance to win:

- Tickets to Johannesburg & Cape Town launches with the Kardashians
- 1 of 3 Audi A3’s
- 1 of 4 Cheeky Parties.

The focus was on attracting die-hard fans, and rewarding them for making the online component viral.

Twitter formed an integral part of the campaign, engaging with Kim/Khloe throughout .

Results and Effectiveness
Consequent to a successful launch, we not only secured huge free publicity across numerous blogs, radio stations, TV shows & social media sites (#BFCheeky was in the Top 5 South African trending topics on Twitter!). Our Facebook page had over 14,000 active users over the month of December and 960,000 post views (amazing given the adoption of social media in South Africa).

BUT, what impressed us the most was achieving our primary goal, and more...3 months of the brand being active, it not only achieved its target of 510 Hectolitres over 3 months but it outperformed its forecast by 42%.