Nestle Fruita Vitals
Campaign: Feel Alive
The Cold Ready to Drink segment was dominated by CSDs having maintained consistent communication over the years. Juices, Nectars and Still Drinks, however, remained a fragmented and highly price sensitive category, with minimal brand differentiation and communication mostly centered around product functionality. To become the leader in the overall Cold Ready to Drink segment, Nestle Fruita Vitals needed to own a compelling and relevant positioning space that the brand currently lacked.
Our yearning for modern, progressive, urban lifestyles increasingly comes with a price today, the loss of nature in our surroundings, leaves us feeling disconnected to the joy of being present in a moment. We crafted ‘Feel Alive’ as our platform idea leveraging the moments where you don’t hold yourself back, the moments you feel like yourself again - to anchor the juice brand in.
The manifestation of ‘feel alive’ was done through multiple short copies owning various moments, occasions.