Prijava za Kaktus 2020

1. 1
Juicy Fruit
Relaunch
Combining innovation and power of
influencers to unlock „Enjoyment“ Gum
segment.

2. 22
JUICY FRUIT
won
3% market share
within just 2 months

3. 33
Jucy Fruit is all about fun,
experience and enjoyment
It can be perfect mate when we want to chill
out or get rid of boredom, encouraging us to
live the moment

4. 44
To inspire and attract attention of experience - driven Gen Z
who are looking for challenges, „surprise me“ moments and
are influenced by KOLs and Word of mouth
We needed something BIG!
... so we did something that has been
NEVER DONE BEFORE

5. 55

6. 66
News spread
fast, so we
decided to go
further

7. 77

8. 88
Back to Belgrade
To close the
circle, we
decided to visit
another
shopping mall
in Belgrade, to
surround the
story.
But, with new
influencers.

9. 99
a.
Gen Z is tech savvy and not kin to
standard advertising, so we integrated
influencers and innovate DOOH
technology to create relevant content for
social media and drive hype around new
launch.
Famous YouTubers have interacted with
audience through totems, challenging
them and awarding with brand gifts, but
the biggest gift of all - a chance to meet
their idol after the activation.
All created video content was used
during the Juicy Fruit digital campaign.
Th
From screens to live locations

10. 1010
We went furthermore
Full branded JF vehicle to encourage trail – promoters
delivered samples.
Interactive City Light to entertain teens
while they’re waiting bus in front of
Usce shopping mall.

11. 1111
Don’t forget gaming!
Still untapped popular culture
Juicy Fruit was integrated in LoL national league through all Esports
communication channels (YT, TV & Social)
Culmination of this project was on GamesCom – the biggest regional
gaming event
Juicy Fruit ensured chill out zone at Fortuna stand and branding of main
stage

12. 1212
ESTABLISHING JUICY FRUIT AS AN ENABLER FOR FUN AND
ENJOYMENT
360 integrated approach worked in synergy
COMMS ROLE COMMS CHANNELS
Adjust content to be attractive enough for teens.
Discover relevant contexts and occasions
throughout the day while they are looking how to
escape for boredom and get relaxed
RELEVANCE
Drive awareness and buzz around new brand JF to
establish it in completely new „Enjoyment“
segment
Strong launch to be achieved with limited budget
REACH
Drive trial to convert those who are in-market for
Gum
Also top up Juicy Fruit for future consumption
closest to POS​
REACTION
STRATEGY PILLARS
AV (including TV / OLV ), Outdoor,
Paid Social
Partnership with video production house, Influensers, DOOH, OLV,
Paid Social, E-sport Partnerships​, Owned Instagram page
Sampling, Sampling (Shopping Mall and Gaming event), Proximity
Media (Incl. Mobile + DOOH)​

13. 1313
Results
+3%
Market share gained within
only 2 months (from launch in
end October ’19)
Sell out from
distributors vs.
planned
+18%
Business KPIs
1M Earned media impressions
500k Views per video on YT channel
85% Gen Z audience content reach
Media KPIs