Campaign details

Agency: TKT Sydney
Advertiser: Frucor - OVI
Category: C. Beverages

Executive Summary

It's amazing how pressure forces you to focus on what's important.

This is the story of a brand under the threat of imminent failure. By the time this campaign launched, one major retailer had already delisted the brand and others were threatening to follow.

That pressure led to a desperate and ultimately rewarding search within the OVI brand. It forced us to find real audience insights, reposition the entire brand and focus our efforts tightly on the most promising audiences and states.

And it worked. OVI has never been in better health with results stronger than ever.

Total Campaign Expenditure:

What was the strategic communications challenge?

Firstly, what's not a challenge...

A great product