Credits & Description:
Category: Fast Moving Consumer Goods
Advertiser: CERES FRUIT JUICES
Agency: BESTER BURKE SLINGERS GROUP
Media Agency: PAGE THREE MEDIA, Cape Town, SOUTH AFRICA
Executive Creative Director: Stephen Burke (Bester Burke)
Creative Director: Wallace Seggie (Bester Burke)
Art Director: Tim Jones (Bester Burke)
Copywriter: Ruan Aj Coetzee (Bester Burke)
Production Manager: Anca Davies (Bester Burke)
Account Director: Nadia Railoun (Bester Burke)
Media placement: Magazine - Men's Health - 1 January 2012
Media placement: Magazine - Shape - 1 January 2012
Insights, Strategy & the Idea
To come up with a print campaign that reinforces the Liqui-Fruit brand promise – “Nothing but Fruit”.
Male and Female ages 16 – 35. LSM 7-10. Out going, health conscious, metropolitan, urban consumers.
Insight that shaped the idea: All you need to enjoy the Liqui-Fruit promise of “nothing but fruit”, is nothing but a straw.
To remind consumers that drinking Liqui-Fruit is like drinking real fruit, we decided to insert an actual Liqui-Fruit straw underneath a picture of a refreshing fruit.
Both ads ran in popular South African health magazines; Mens Health and Shape Magazine.
Results and Effectiveness
Unknown at time of Awards submission.
The Print Ad titled Pineapple was done by Bester Burke Slingers advertising agency for product: Liqui Fruit (brand: Liqui-Fruit) in South Africa. It was released in the Jan 2012.