The art of doing good

Category: campaigns & activation


OLV, Socials, Outdoor, Native, Instore, On-Pack

grow goodness together

0 +


0 PT

 increase in penetration

0 M

 worth earned media impressions



the challenge

The rate of rotation of Super Smoothies, in supermarkets and on-the-go, decreased among lightbuyers and category buyers.

the inspiration

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.”

the idea

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.

the growth

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’.