FRUTIPS: Juicy Moment
Kim Lam, Florence Wong, Yvonne Lau and Nick Hui
Brand owner: Nestlé
Agency: ZenithOptimedia Hong Kong and Leo Burnett Hong Kong
Country: Hong Kong
This case study shows how Nestlé partnered with a popular boy band to cast FRUTIPS in a fresh light, and create fun, humorous experiences and content that could be shared by its target audience in Hong Kong. They set the scene for the launch of a new FRUTIPS product, which offered a 'Juicy Moment', through small-scale events and digital placements that were amplified by large-scale social sharing and the creation of user-generated branded content. FRUTIPS' sales rose 22% as a result, and it became known as a dynamic, fun brand.
In the highly competitive Hong Kong confectionery market, Nestlé FRUTIPS was seen as an old favourite, but a slightly 'classic' one. The gummy sweets had been market leaders since 2009, but growth was slowing as young adults clamoured for exciting new flavours from a growing number of rival producers. FRUTIPS had to prove it was fun and innovative.