OLV, Socials, Outdoor, Native, Instore, On-Pack
rotation
increase in penetration
worth earned media impressions
countries
The rate of rotation of Super Smoothies, in supermarkets and on-the-go, decreased among lightbuyers and category buyers.
People are slightly more cautious where they spend their money. What they needed was a double win. “Super Smoothies do me good and the planet.”
Turn the labels of Super Smoothies bottles into limited art editions telling how we can grow goodness together. In close collaboration with ethical illustrator Sasa Ostaja. 7 labels were designed to bring a little goodness to life and the planet and 10% of all profits went to charity.
As a result, more people buy Super Smoothies more often at full price. Due to the shift in memory structure: from ‘I like the brand and its appearance’ to ‘I’m doing good for myself and
others when I buy it’.
