In 2023 Brutal Fruit turned 21, and in celebrating we launched the NEW LITCHI SÈCHE.
When you turn 21 in South Africa a key is given to you as a symbol of unlocking and accessing new experiences.
It represents coming of age and finally opening a world of belonging. We introduced OPEN TO BE LONG, where we invite women into our beautiful world. And make them feel that they truly belong to it. For the launch of our 21st birthday, we hid
21 virtual keys inside the new Litchi Sèche variant. Where we designed one 3D key animation that unlocked 21 different experiences as a competition mechanic. Which drove trial, sales, data acquisition, and awareness around the new variant.
We also designed a microsite for our consumers to see if they have won an experience.
We created two KEY VISUALS - one spoke to the competition mechanic and the other one was product-centric.
In addition, to launch the campaign we shot a TVC, which was accompanied by the OOH, DOOH, ACTIVATIONS
and all the digital comms in their respective media.
When you turn 21 in South Africa a key is given to you as a symbol of unlocking and accessing new experiences.
It represents coming of age and finally opening a world of belonging. We introduced OPEN TO BE LONG, where we invite women into our beautiful world. And make them feel that they truly belong to it. For the launch of our 21st birthday, we hid
21 virtual keys inside the new Litchi Sèche variant. Where we designed one 3D key animation that unlocked 21 different experiences as a competition mechanic. Which drove trial, sales, data acquisition, and awareness around the new variant.
We also designed a microsite for our consumers to see if they have won an experience.
We created two KEY VISUALS - one spoke to the competition mechanic and the other one was product-centric.
In addition, to launch the campaign we shot a TVC, which was accompanied by the OOH, DOOH, ACTIVATIONS
and all the digital comms in their respective media.
THANK YOU for watching :)
