Robinsons Fruit Shoot – Kicking the habit: how we freed Fruit Shoot from its promotional addiction
Principal Authors: Nina Rahmatallah and Priyanka Kanse – BBH
Contributing Authors: Cameron Davidson and Leslie Davey – Britvic; Katherine Munford and Vishal Patel – Data2Decisions
This paper was regarded with much enthusiasm by the judges for its wonderful use of different media to engage with a young audience in ways that they and their parents (and the regulators) could see real value in. In 2008 Fruit Shoot found itself in a downward spiral of promotional addiction, locked in a battle with retailers...