Fruit Shoot's Global Marketing Strategy: An IoT Case Study

• Sales & Marketing

The challenge was to launch a global-to-local, fully integrated campaign for Fruit Shoot, a brand under Britvic. The aim was to create a fresh creative platform that would not only mark a significant change for the brand but also for the category. The new approach was targeted at health-conscious parents and aimed to celebrate real children doing what they're passionate about. The strategy 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 activities they genuinely love. The campaign was set to challenge the category norm of featuring glossy, idealised depictions of children and families.

The customer in this case study is Britvic, a leading soft drinks company with a strong portfolio of brands. The company operates in both the still and carbonated drinks categories and is committed to creating and promoting healthier drink options. Britvic was looking for a fresh, innovative marketing strategy for one of its brands, Fruit Shoot. The target audience for the campaign was 'pragmatic parents', health-conscious parents who are aware of societal pressures that limit children's self-expression and prevent them from finding activities they genuinely love.

The solution was the 'It's My Thing' campaign, a bold new strategy that championed children's self-expression and individuality. The campaign aimed to inspire parents to support their children in finding their 'thing'. The campaign took a new approach with authenticity at its core, featuring real children over actors, doing what they love. For instance, the campaign highlighted a train-obsessed 10-year-old boy named Freddie and a 10-year-old equestrian gymnast named Ellie. The campaign was first launched in the UK and was set to roll out across the US, Ireland, and the Netherlands. The campaign was fully integrated, meaning it was designed to be consistent across all marketing channels and to deliver a seamless customer experience.