Brief

Climax the Brutal Fruit Fantasy campaign and launch the Brutal Fruit Lemon variant, Lavacious Lemon.

Solution

• Brutal Fruit Fantasy competition, where the target market was asked to submit their favourite Brutal Fruit Fantasy online
• Call to action through Metro FM and 5FM
• Four on-brand fantasies were brought to life including a Sex in the City shopping spree on 5^th Avenue in New York
• Culmination event was held at the Jo’burg Fruit Market to underscore the brand’s pure fruit theme
• 750 VIP guests experienced a range of fantasy worlds
• The new Lavacious Lemon variant was launched at the climax of the event

Result

Breakthrough multi-platform campaign.  Brutal Fruit trial and adoption scores increased.