Pineapple

Credits & Description:

Category: Fast Moving Consumer Goods
Advertiser: CERES FRUIT JUICES
Product/Service: LIQUI-FRUIT
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”.
Target Market:
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.

Creative Execution
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.