FRUITABLES CAMPAIGN
COMS 223 ADVERTISING COPYWRITING
IT ALL BEGAN WITH AN APPLE
 Apple and Eve was founded in 1975 by Gordon Crane.
 The Current logo was designed by Cliff Bachner in 1990.
 Apple and Eve was the first company to be awarded the Sesame Street licenses
for beverages.
 They introduced the first juice box in 1982.
FRUITABLES
 Introduced in 2009
 Contain 1 serving of fruits and vegetables
 ¾ Fruits
 ¼ Vegetables
 1/3 less sugar than other juices, a good source of antioxidants, and no added
sugar or high fructose corn syrup
 5 different flavors in the 6.75 fl. Oz juice box
WE WILL ROCK YOU
Nestlé's Juicy Juice
 Tagline: “Growing up Healthy at Every Stage”
 Their website has a section to inform parents, but also has a more interactive
section for children.
Kraft: Capri Sun
 Tagline: “Making Everyday Better”
 Website for Moms and Websites for Children
 Only have a full serving of fruit, no veggies
INSIGHTS ON MOTHERS
 Mothers main concern: nutritional value
 Younger mothers spend less time on so-called "basic duty chores" and tasks like
grocery shopping than older mothers
 Parents of young children are more likely to redeem coupons online
 More than 80% of household purchases are still made by the mother
INSIGHTS ON CHILDREN
 Children’s main concerns: flavor, visually appealing packaging and advertising.
 Children recognize and are more attracted to licensed characters.
 Most children do not get their daily recommended servings of fruits and
vegetables.
SURVEY ANALYSIS
 Surveyed 30 people
 8 Males
 22 Females
 Out of the 30 surveyed, there were 19 mothers and 11 fathers who did the family
grocery shopping.
 The two most popular grocery stores were Food Lion and Wal-mart.
 More than half said their children grocery shop with them.
 19 out of 30 parents said they use coupons when grocery shopping.
TARGET
 Primary target: Children ages 3-11
 Secondary target: Mothers ages 18-35
PROBLEMS
1.
Little or no brand awareness due to lack of advertising.
2.
Weak and worn out partnerships.
3.
Packaging lacks creativity, innovation and eye-catching visuals.
4.
Product placement is inconvenient and unnoticeable for the consumer.
OBJECTIVES
1.
Make advertisements more visually stimulating and memorable to consumer.
2.
Choose a well-recognized partner.
3.
Encourage a healthy lifestyle.
4.
Change the image/face of Fruitables.
5.
Change the placement of the juice boxes in all stores.
STRATEGIES
1.
Develop a full creative campaign including television, magazine, and radio
spots.
2.
Partner with Dr. Suess and NFL Play 60.
3.
Redesign the Fruitables logo, tagline, and packaging.
4.
Increase the number of shelf facings and make them easier to find.
TACTICS
1.
Create a new 60 second television commercial, 4 new magazine ads, and one
60 second radio spot.
2.
Use partnerships to attract the primary target and create new, exciting
promotions.
3.
Make the logo, tagline and packaging more visually appealing, colorful and
partnership (Dr. Suess) related.
4.
Work with grocery stores to place product at cat level for parents and have at
least 12 shelf facings.
LOGO AND TAGLINE
60 SECOND TELEVISION
COMMERCIAL
GRINCH MAGAZINE AD
GRINCH MAGAZINE AD
GREEN EGGS AND HAM MAGAZINE
AD
NFL PLAY 60 MAGAZINE AD
60 SECOND RADIO SPOT
Lorax: Hey moms, it’s me, the Lorax
The Grinch: And me, The Grinch!
Lorax: You all know me; I save trees and make the world a better place! But not only do I like to
make the world a better place, I also love to bring smiles to every kids face! How do I do that,
you may ask? Well, here is my task. I have these tasty drinks called Fruitables, you see. It’s
made with all natural fruits right from a Truffula tree! And yes, there are some vegetables in
this yummy drink, but your kids won’t taste them, you’ll just turn around and wink! Mom, you
and I know the secret to this nutritious mixture, all you have to do is look at the big picture!
The Grinch: You know that it’s hard for me to approve, because I hate everything that moves! But
once I had a sip of this drink, I didn’t know what to think! Suddenly, my idea of everything was
flipped upside down, I did everything but frown! I’m telling you, these Fruitable things are
great, hurry and buy some, don’t be late!
The Lorax: Go to your local grocery store now, hurry along! These juice boxes are so tasty that they
won’t be there for long!
The Grinch and The Lorax: For a fruit juice that will make your taste buds burst, try Fruitables to
quench your thirst! This is fruit in a box that will rock your socks!
WEBSITE
 Create a link for parents and a separate link for children
 Make more interactive with games and visuals on children’s site
 Provide nutritional facts, coupons, and FAQ’s on parents site.
PACKAGING
 Create a variety pack of juice boxes rather than just one flavor in each package
 Images of new juice boxes with Dr. Suess characters on the front
PROMOTIONS
1.
NFL Play 60- Email a picture of yourself playing a sport to
play60@appleandeve.com to receive a coupon for a variety pack of Fruitables
2.
On Apple and Eve’s website enter to win two tickets to Broadway’s “Suessical
the Musical”
THANK YOU!
“Don't cry because it's over, smile because it happened.”
― Dr. Seuss