Just Juice Promo WHAT HAPPENS WHEN TWO FRUITS COME TOGETHER by The Jupiter Drawing Room South Africa

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WHAT HAPPENS WHEN TWO FRUITS COME TOGETHER

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Industry Non-alcoholic drinks
Media Promo & PR
Market South Africa
Agency The Jupiter Drawing Room South Africa
Director Tristan Holmes
Executive Creative Director Pierre Odendaal Johannesburg
Art Director John Withers Johannesburg, Sergio Ines Johannesburg
Copywriter Thembalethu Msibi Johannesburg, Theo Egbers Johannesburg, Aviv Weil Johannesburg
Producer Adam Thal
Account Supervisor Trudy Miller Johannesburg
Released April 2010

Credits & Description

Category: Food and Non-Alcoholic Drinks
Advertiser: COCA-COLA
Product/Service: JUST JUICE CANNED FRUIT JUICE
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Apr 1 2010
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Johannesburg, SOUTH AFRICA
Entry URL: http://www.nicecans.co.za/home.php
Chief Creative Officer: Brad Reilly (The Jupiter Drawing Room (South Africa) Johannesburg)
Executive Creative Director: Pierre Odendaal (The Jupiter Drawing Room (South Africa) Johannesburg)
Copywriter: Thembalethu Msibi (The Jupiter Drawing Room (South Africa) Johannesburg)
Art Director: John Withers (The Jupiter Drawing Room (South Africa) Johannesburg)
Copywriter: Theo Egbers (The Jupiter Drawing Room (South Africa) Johannesburg)
Junior Copywriter: Eyrton Hayes (The Jupiter Drawing Room (South Africa) Johannesburg)
Junior Art Director: Nicole Combrinck (The Jupiter Drawing Room (South Africa) Johannesburg)
Account Manager: Lutho Mgadle (The Jupiter Drawing Room (South Africa) Johannesburg)
Copywriter: Aviv Weil (The Jupiter Drawing Room (South Africa) Johannesburg)
Art Director: Sergio Ines (The Jupiter Drawing Room (South Africa) Johannesburg)
Agency Producer: Wendy Mechanik (The Jupiter Drawing Room (South Africa) Johannesburg)
Agency Producer: Chloe Saunders (The Jupiter Drawing Room (South Africa) Johannesburg)
Account Supervisor: Trudy Miller (The Jupiter Drawing Room (South Africa) Johannesburg)
Producer: Adam Thal (Star Productions)
Director: Tristan Holmes (Star Productions)
Music Artist: Craig Massiv (Ministry of Illusion)
Sound Engineer: Mickey Perriera (Ministry of Illusion)
Media placement: Non Broadcast TVC - Campus - 01 April 2010
Media placement: Posters - Campus - 01 April 2010
Media placement: Web Banners - Web - 01 April 2010
Media placement: Cards / Inserts - Campus - 01 April 2010
Media placement: Websites - Web - 01 April 2010
Media placement: Campus Activations - Campus - 01 April 2010
Media placement: Door Hangers - Campus - 01 April 2010

Describe the objective of the promotion.
To relaunch Just Juice, and its four new exotic flavour combinations, to university students across the country. Our task was to promote the product, making it “the drink to drink” amongst young adults.

Describe how the promotion developed from concept to implementation.
We went tactical, creating integrated activations that were sexy and fun with a little bit of naughty. The fruity, “80’s” inspired, porn viral movies were played in our viewing cans, coupled with campus promotions such as teaser “pear-up” cards and KarmaFruitra positions. These excited the students to try the new flavours, raising awareness for Just Juice and the competition to go to Las Vegas.

Explain why the method of promotion was most relevant to the product or service.
Students have three things in mind at university - having fun, socializing and getting it on. (Sometimes they think about studying). We chose to target the students directly, using media they interact with on a daily basis. Virals, web and fun on-campus activations were used to entice and promote our product.

Describe the success of the promotion with both client and consumer including some quantifiable results.
An average of 2000 students attended the activations, with queues of people waiting to watch our movies. We created a naughty buzz with students experiencing ‘what happens when two fruits get together” on campuses, around the country.