SHORT SHELF LIFE by VOLONTAIRE for BRAMHULTS

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SHORT SHELF LIFE

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

Credits & Description

Category: Best Use of Online Advertising
Advertiser: BRÄMHULTS
Product/Service: FRESHLY SQUEEZED JUICE
Agency: VOLONTAIRE
Date of First Appearance: Oct 19 2009 12:00AM
Entrant Company: VOLONTAIRE, Stockholm, SWEDEN
: Volontaire (Volontaire)
Media placement: Corporate Website - Online - 19/10/2009
Media placement: Corporate Website - Online - 07/11/2009
Media placement: Corporate Website - Online - 25/11/2009
Media placement: Corporate Website - Online - 13/12/2009
Media placement: Corporate Website - Online - 31/12/2009
Media placement: Corporate Website - Online - 18/01/2010
Media placement: Corporate Website - Online - 06/02/2010
Media placement: Corporate Website - Online - 24/02/2010
Media placement: Corporate Website - Online - 14/03/2010

Results and Effectiveness
This corporate website has allowed for diverse ideas that both surprise the constantly returning visitors and spread to places online where people already are, while at the same time telling you the same thing over and over again: that Brämhults juice expires within 18 days, while other juices have a shelf life of up to one year. By working solely with own and earned media, rewarding loyal fans and trusting them to spread the word, Brämhults has gone from a juice company in the middle of nowhere to a vivid online brand, pioneering the way that corporate websites are used.

Creative Execution
We created the world's first website with short shelf life. http://www.bramhults.se has a best-before date that, like their juice, expires every 18 days. Since the start in October, Brämhults have created their own deposit system (giving you a new bottle of juice if you remake your old bottle into something useful), made a cover of “Oh My Darling Clementine” with the band “Taxi Taxi” (to launch their Clementine juice), given away free juice to the whole of Sweden on Christmas Eve, closed the site for everyone under the age of 18 (presenting a big cocktail guide with the best bartender in Sweden), turned the website upside down (giving you a chance to win a trip to the other side of the world) and much, much more. The website transformations have been closely connected to instore campaigns and appeared on the product labels.

Insights, Strategy & the Idea
Brämhults is a juice company with a big heart and a small media budget. They rely on a great product, loyal fans, PR and word of mouth. Brämhults freshly squeezed juice has the shortest shelf life on the market. It is squeezed directly to bottle without additives and expires within 18 days, while other juices have a shelf life of up to one year. Therefore, when we received the task of developing their new web platform, we wanted to emphasise that their juice expires within 18 days, while other juices have a shelf life of up to one year.