The brief: Relaunch the reformulated Super Juice brand so it is more relevant to the male target market looking for nutritional benefits. Grow sales of the range by stimulating increased trial and repeat purchase.
Encouraged trial with a campaign proposition, “Man Cannot Live on Pie Alone” that supports nutritional benefits and appeals to a male target audience with humour. The campaign was rolled out over print, outdoor and online.
The relaunched range with the support of the “Man Cannot Live on Pie Alone” campaign achieved a 300% increase in sales in the first year.