BRAMHULTS Promo, Case study REJUICE by Volontaire

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Industry Juice
Media Promo & PR, Case study
Market Sweden
Agency Volontaire
Released October 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: BRÄMHULTS
Date of First Appearance: Oct 19 2009 12:00AM
Entrant Company: VOLONTAIRE, Stockholm, SWEDEN
Entry URL:
: Volontaire (Volontaire)
Media placement: YouTube Channel - Online - 19/10/2009

Results and Effectiveness
With Rejuice as a platform, Brämhults got the chance to talk about their environmental work, for example that the company cooperates long term with fruit growers around the world, that as much fruit as possible is transported by boat instead of by plane and that the leftover orange peels are turned into biogas fueling the busses in the local community of Varberg. And since the campaign doesn't have a end date, Rejuice is free to grow and evolve.

Creative Execution
In November 2009 Brämhults created their own container deposit system: If customers upcycle the empty bottles into something useful instead of throwing them away, they receive a new bottle of juice for free. To show the possibilities with the new container deposit system, Brämhults presented three suggestions on upcycling the bottles: a flower watering can, a fully functional balloon pump and a juice press so you can squeeze juice yourself. The uploaded customer generated films are collected on in a separate YouTube channel, which gradually grows.

Insights, Strategy & the Idea
Brämhults is a small juice company with high standards. They are on a first name basis with many farmers around the world and try to transport most of their fruits by boat, since it has less impact on the environment. The fruit is pressed and bottled without additives, and the peels and pulp that are left become biogas. However, there is one problem. The famous Brämhults bottle is not a part of the Swedish refund system. Since the content is perishable and even small parts of it ferment after only 18 days, it would be a sanitary disaster in the current system. Instead, Brämhults' only hope has been that their customers recycle the bottles in the closest container for rigid plastic. Until now.