Keri Juice Blenders has announced its launch in Australia, which was amplified through unique ‘Pothole Garden’ sampling installations in Sydney and Melbourne via The Distillery London and the Pothole Gardener creating tiny ephemeral worlds on city-side pavements.
Scenes from each of the Keri Juice Blenders bottles were brought to life in each garden which showcased a miniature bottle focused around a specific blend.
Aiming to take advantage of the growing juice category, the playful new offering is crafted specifically for an adult palate, blending a variety of fruits and vegetables. Targeting working adults and focused on their health and wellbeing, the Coca-Cola owned brand’s master mixers have incorporated their passion for crafting blends of natural and unique ingredients. Appealing to consumer juice trends, the range will offer premium single serve options.
The ‘Pothole Garden’ displays created unexpected and delightful offline experiences for passers-by, driving conversation and content. Taking this to a wider audience, the activations were amplified through a suite of multimedia content including social films and Facebook livestreams.
Consumers can discover Keri Juice Blenders in stores nationwide via prominent point of sale displays, while artwork and digital screens will also be showcased in a number of cafés and restaurants across the country. To further build awareness of the product, influencers from Social Soup have been brought on board with the campaign to create content that drives more opportunities for consumer engagement.
Kate Solomon, brand activation manager, Keri Juice Blenders said: “Launching Keri Juice Blenders in Australia is a major move for the business and offers an exciting new option for health-conscious consumers to enjoy a vibrant and great-tasting product. Our expert juice blenders have created the perfect juice recipes for our customers in Australia. We’ve catered to the demand for fruit and vegetable blends for their on-the-go lifestyles and are confident the product will be positively received.”
Source: Campaign Brief