The effort, via Carrafiello Diehl & Associate, New York, is the first new work for the brand since Sunny D acquired Fruit2O and Veryfine juices from Kraft in 2007.
The campaign marks a shift from the base product’s emphasis on ‘the flavours of fruit’ to the nutrition fruit provides, said Fruit2O brand manager, David Zellen. He added that the product appeals to consumers who try to get a day’s worth of liquid and fruit nourishment. The target for the product is active, married women.
One TV spot now running touts ‘the wonders of fruit’ and ‘the refreshment of water’ with colourful, luscious vignettes that show a woman biting into a slice of grapefruit and a hand dipping into a bowl of blueberries. A bottle of Fruit2O Essentials explodes out of “crystal clear water” as the voiceover explains, “Six delicious flavours, each enriched with nutrients like its fruit”.
Zellen said the Essentials line is different from other low-calorie, fortified water drinks, such as Coca-Cola’s Vitaminwater10, which also recently launched.
Fruit2O Essentials is available in six fruit combinations, including strawberry kiwi and cherry acai. Each bottle contains the equivalent of one serving’s worth of each fruit. (Cranberry Raspberry, for instance, contains nutrients comparable to one serving of cranberry and one serving of raspberry, Zellen explained.) It’s artificially sweetened with Splenda.
The brand also recently refreshed its website to include interactive features that enable consumers to explore different-flavoured water drink varieties, and get nutrition facts.
Source: Brand Week
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