THE BRIEF:
Bluewater Farms needed to convince consumers of two things: that cranberry juice is nutritious and can taste surprisingly good (combating two perceptions that all juice is sugary and, therefore, unhealthy and that cranberry is your grandmother's era tart tasting drink.) Using a unique cold-pressed process, how could they entice shoppers to taste the difference?
THE SOLVE: Educate shoppers on cranberry's antioxidant-rich nutrients. Do it through a memorable character that personifies the superfruit and offers lots of storytelling opportunities.
Responsible for:
Brand Strategy
Brand Voice
Copywriting
