Fruit Shoot's Global Marketing Strategy: An IoT Case Study
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is Britvic, the parent company of Fruit Shoot. Britvic is a leading soft drinks company, with operations in Great Britain, Ireland, France and Brazil. The company's portfolio includes a range of popular brands, including Robinsons, Tango, J2O and Fruit Shoot. In this case, Britvic was looking for a fresh, innovative marketing strategy for Fruit Shoot that would resonate with health-conscious parents and celebrate the individuality and passions of children. The company wanted to move away from the traditional, idealised depictions of children and families often seen in the category, and instead focus on authenticity and real children.
The Challenge
Fruit Shoot, a brand under Britvic, was faced with the challenge of launching a global-to-local, fully integrated campaign. The brand needed a fresh creative platform that would not only mark a significant change for the brand but also for the category. The new strategy was aimed at driving relevance among health-conscious parents. The challenge was to celebrate real kids doing what they're passionate about, championing their self-expression and individuality, and inspiring parents to support kids in finding their 'thing'. This was born from new insights among the target audience of 'pragmatic parents' which revealed that societal pressures were limiting children's ability to express themselves and preventing them from finding the thing they really love.
The Solution
The solution was to create an integrated marketing campaign that took a new approach with authenticity at its heart. The campaign, titled 'It's My Thing', featured real children over actors, doing what they love. This included showcasing children with unique passions, such as a train-obsessed 10-year-old and a 10-year-old equestrian gymnast. The campaign was first launched in the UK, with plans to roll out across the US, Ireland, and the Netherlands. This approach was a departure from the category norm of featuring glossy, idealised depictions of children and families. Instead, it focused on celebrating the individuality and passions of real children, thereby resonating with the brand's target audience of 'pragmatic parents'.
Operational Impact
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