Prigat Promo, Case study SMILES JUICER by Publicis Tel Aviv

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Industry Juice
Media Promo & PR, Case study
Market Israel
Agency Publicis Tel Aviv
Creative Director Dudu Dahan
Art Director Bechor Bartur
Copywriter Yulia Flerov, Guy Solomon
Released October 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: PRIGAT
Date of First Appearance: Nov 1 2010
Entrant Company: PUBLICIS E-DOLOGIC, Ramat Gan, ISRAEL
Entry URL:
Chief Creative Officer: Enon Landenberg (Publicis E-Dologic)
Creative Director: Dudu Dahan (Publicis E-Dologic)
Acoount Director: Gadi Meirson (Publicis E-Dologic)
Art Director: Bechor Bartur (Publicis E-Dologic)
Copywriter: Guy Solomon (Publicis E-Dologic)
Copywriter: Yulia Flerov (Publicis E-Dologic)
Media placement: Web - Facebook - 1 November 2010

Insights, Strategy & the Idea
PRIGAT is Israel's leading juice brand.
This year they launched a new corporate identity, which included new designed products and a new approach to their marketing campaigns.
The new brand's main message that was chosen to lead all the campaigns:
Open with a smile.

Creative Execution
PRIGAT aimed to strengthen its brand's main message "open with a smile" by an innovative digital activity.

We decided to squeeze smiles.
We created the world's first internet juicer activated by users' smiles. We invited surfers to smile, and once the juicer identified their smile it squeezed fresh orange juice.
Users that entered the page could smile at the web cam or upload a smiling photo.

Once it recognized the smile, the juicer squeezed fresh orange juice while users saw their name live on the juicer's digital sign.
In order to pass on their smiles, users could choose one out of four non-profit organizations and give them the squeezed juice.

Results and Effectiveness
20,000 unique smiles, 40,000 oranges and 5,000 liters of fresh orange juice squeezed from smiles.