Frucor Beverages Ltd - A Taste of the Tropics

Just Juice hit the ground running in 1981, forging its way to a 40% share within 3 years and tripling the size of the NZ juice market en route.

A Taste of the Tropics

Agency: Colenso BBDO Advertiser: Frucor Beverages Ltd Awards: Sustained Success (Bronze)

Initial Marketing Challenge & Campaign Strategy

Considered by the trade to be one of the most successful launches in NZ history, Just Juice hit the market in 1981 and, together with sibling 'Fresh-Up', was responsible for tripling the size of the NZ market in its first 3 years. By 1985, Just Juice held a 40% market share and category leader status a position it continued to consolidate with advertising and new product development activity as we approached the turn of the...

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