Client: Simply Squeezed – Arano
Industry: Food Manufacturing
Client Objective: To launch a totally new range of refreshing, thirst quenching drinks under the existing Arano brand. The client wanted to clearly differentiate this range from the 100% juices that also sit under the Arano umbrella.
Tank idea: We ditched the traditional images of fruit and flowing juice and created something fresh and new. Instead of talking about the “product”, we reflected the “experience” – the carefree kiwi summers spent with family and friends... the roadtrips, the bike rides, the days at the beach. “...It’s the taste of summer. It’s swinging off the tyre rope into the river and landing the perfect bomb. It’s watching your kids stand up on the surfboard for the first time...” It’s bold, it’s brave, and it stands out as something different in a congested category.
Result: Hugely positive feedback from the trade and consumers led to a 400% increase in sales volume for the Arano brand within the first three months of launching the refreshers range.
