Branka Injac Misic

CAMPAIGN - Fruvita FROOVY

Writing, Copywriting

Client: Fruvita

Brand: FROOVY

The Challenge
For the print part of the FROOVY campaign, the client needed three things: magazine advertisements for all four flavors of juice, an advertisement for wholesalers, and posters to be put up in public transport for all four flavors. Since the brand is aimed at the young, ‘on-the-go’ generation (aged 18 – 35), the copy and visuals needed to be funky, engaging, ‘full of life’ and colorful, while also emphasizing the ‘energy and excitement’ people feel when drinking the juice.

The Solution
The graphic designer and I incorporated the people from the FROOVY TVCs (each flavor had their own ‘representative’) into the print advertisements, in order to stay consistent with the campaign*.We also used the bright colors that were assigned to each flavor for the backgrounds. The copy I came up with was fun, responsive, engaging, funky, and appealing to the target audience.
*Note: I have worked on the entire FROOVY campaign; this is only an explanation of the PRINT part of it.

The Result
An incredibly successful print campaign and an exceptionally pleased client.

The Translation
Magazine Advertisement
Now there’s something new, exciting, and totally groovy!
We present you with a fresh combination of enthusiasm, euphoria, and fierce fruit energy, which is now available in four sensational flavors:
Irresistible FROOVY Apple
Seductive FROOVY Mango & Passion fruit
Refreshing FROOVY Orange
Exciting FROOVY Exotic
Try them all and choose your groove!

Advertisement for Wholesalers
FROOVY fruit juices and nectars are the new members of the Fruvita family.
Owing to the modern aseptic line that Fruvita possesses, FROOVY is free of all fake coloring, fake aromas, and conservatives.
The fantastic FROVY team is made up of four attractive flavors, which can now be found in the PET bottles:
Irresistible FROOVY Apple
Seductive FROOVY Mango & Passion fruit
Refreshing FROOVY Orange
Exciting FROOVY Exotic
FROOVY is tasty and full of fruity energy.
FROOVY urges you to play. FROOVY urges you to move.
Give your guests something totally new and unique with 0.33l FROOVY juices.

Posters for Public Transport
Stop! Listen very carefully! Can you hear it?
Do you feel your pulse increasing?
Is the world around you becoming more dynamic as the music gets louder?
Is your enthusiasm growing?
Are all the colors around you getting brighter?
Do you feel a need to move your body?
Have you finally found your groove?
If your answer to the above questions is ‘yes’, you must be drinking FROOVY!

Video (4)

Images (2)

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