The fabulous one returns
Beverages: The image of apple juice is set to be revamped—with a strategic trip down memory lane.
Beverages The image of apple juice is to be dusted off. After twelve years of advertising marathons, the sporty cartoon apple has been squeezed dry. That's how long he sprinted, dribbled and skated across Swiss television screens before sports broadcasts. As a popular figure for the sports sponsor Swiss Fruit Association (SO), he was supposed to appeal to young people and the young at heart, who have been courted by more and more energy drink brands since the 1990s. However, ice tea became an even tougher competitor to apple juice. In comparison, the image of the natural product was gathering dust. Although the marketing concept also attracted a great deal of media attention with the "Rookie of the Year" award for talented young athletes, the image transfer potential reached its limits.
Nevertheless, sales have been rising again for three years to levels last seen in the early 1980s. Mr. and Mrs. Swiss are once again drinking a good ten liters of fruit juice per person per year, excluding the increasingly popular juice from direct marketers.
With its old freshness: The Swiss Fruit Association returns to its brand capital for apple juice.
However, market research shows a clear weakness in the important target group of families. According to the IHA household panel, only 54% of all families consume apple juice. "On the other hand, we are seeing an increase in out-of-home consumption," says Bernadette Galliker, Head of Marketing at the SO. An indication that apple juice is no longer top of mind for householders.
To give apple juice a new face and make it a popular drink again among people aged between 25 and 39, the SO and the producers opted for the advertising concept of the young agency Unikat. The new campaign is based on a classic from Swiss advertising history: "Apple juice is fabulous." "Surveys have shown that this claim is still one of the best known and most popular in Switzerland," says CD Daniel Meier.
Traditional claim updated
This brand value was recognized and the old claim was updated to reflect the new positioning of the apple juice brand: "Apple juice is fabulous." Managing Director Jan Maurer is also convinced that the open wording encompasses all the positive effects of Swiss apple juice. It reflects the energy-giver, the source of health, naturalness and refreshment. The agency adapted the look to the retro concept by conveying the origin of the product and its raw material in the new logo in addition to the quality aspects.
At the advertising level - TV commercials - the effect of apple juice is dramatized. "We show episodes from life in which something fabulous, a surprise, happens around the consumption of apple juice," explains Daniel Meier. With a seasonal focus, various commercials are intended to update the drink for the general public. In place of the reduced sponsorship budget, below-the-line activities and a radio quiz from partner agency cR Kommunikation will help to anchor the new claim and the new campaign.
Luca Aloisi
Nevertheless, sales have been rising again for three years to levels last seen in the early 1980s. Mr. and Mrs. Swiss are once again drinking a good ten liters of fruit juice per person per year, excluding the increasingly popular juice from direct marketers.
With its old freshness: The Swiss Fruit Association returns to its brand capital for apple juice.
However, market research shows a clear weakness in the important target group of families. According to the IHA household panel, only 54% of all families consume apple juice. "On the other hand, we are seeing an increase in out-of-home consumption," says Bernadette Galliker, Head of Marketing at the SO. An indication that apple juice is no longer top of mind for householders.
To give apple juice a new face and make it a popular drink again among people aged between 25 and 39, the SO and the producers opted for the advertising concept of the young agency Unikat. The new campaign is based on a classic from Swiss advertising history: "Apple juice is fabulous." "Surveys have shown that this claim is still one of the best known and most popular in Switzerland," says CD Daniel Meier.
Traditional claim updated
This brand value was recognized and the old claim was updated to reflect the new positioning of the apple juice brand: "Apple juice is fabulous." Managing Director Jan Maurer is also convinced that the open wording encompasses all the positive effects of Swiss apple juice. It reflects the energy-giver, the source of health, naturalness and refreshment. The agency adapted the look to the retro concept by conveying the origin of the product and its raw material in the new logo in addition to the quality aspects.
At the advertising level - TV commercials - the effect of apple juice is dramatized. "We show episodes from life in which something fabulous, a surprise, happens around the consumption of apple juice," explains Daniel Meier. With a seasonal focus, various commercials are intended to update the drink for the general public. In place of the reduced sponsorship budget, below-the-line activities and a radio quiz from partner agency cR Kommunikation will help to anchor the new claim and the new campaign.
Luca Aloisi
