Captain Super Juice

Creating memorable moments for the launch of Super Juice

Objectives

To support the launch of Super juice a truly unique product that has been described as a juice bar in a bottle

To reach targeted individuals looking for the healthier alternative to their drink intake. Look at differing environments to reach the desired consumer.�To investigate a quirky and noteworthy experience for the consumer that will create WOM and buzz in the marketplace

The launch took on 3 phases all with an aim to focus on awareness, trial and trade support.

Pivotal to the campaign was the development of our character, Captain Super Juice, a Superhero with the life changing powers of the tonic that is Super Juice.

Curiosity needed to be transferred into experiencing the taste of the product so a range of Super Juice flavours were presented via a specifically designed utility belt. Samples were dispensed from bottle to cup so that the hue of the product was witnessed before consumption.

As trial is the key to ensuring that Super Juice stands out from the clutter, Synergy first introduced the product to the Auckland CBD but did not sample just in the street - we did this within the working environment. Key contacts in 57 of Aucklands biggest businesses were given a branded invite to send to all employees with a note to meet with Captain Super Juice at a prescribed time and place within the business. Attendees were offered chilled samples from the range, given a small sealed sample and a $1 off coupon.

Execution

Presenting the range at the Girls Day Out and to a strong market of females ensured that the benefits of the aptly named Super Juice were correctly communicated.

Our 3 caped crusaders each gathered interested throngs of admirers and treated them to the taste and goodness that each variant delivered.

Crucial to any launch is trade support. Shoppers in Auckland supermarkets reported sightings of the superheroes in the fruit and vegetable aisles and near the juice fridges. Each armed with specialized utility belts, Captain Super Juice had the ability to present full chilled bottles and sample the juice in a cup that is dispensed from an engineered cup dispenser.

Results

Super Juice is now enjoying full ranging is all supermarkets nationwide and the brand has now launched the smaller 350ml range for convenience. Synergy reached an estimated 22,100 interested and targeted consumers that are sure to have reported their experiences to friends and family.

Here is one report.

I am just emailing you to commend you on one of�your sales people for your new Super Juice. I went to the Newmarket Foodtown store and your sales person who was on late afternoon on 29th October 2009�was doing an extremely good job. He was very�friendly, efficient�and didn't take shy to people's laughter at the costume he was wearing.�When I lined up at the check out there were several people within the same line as me (and others)�purchasing�your new product. I would just like to extend out the gratitude to you and to your sales person (I don't know his name). Your new juice is great and I will buy it again.

www.simplysqueezed.co.nz