From the genuine responses of Carinda locals, viewers learn that REAL Wholesome Blend tastes nothing like beer, but one of the flavour combinations does taste like carrots. Carinda is in the far north region of NSW with a population of fewer than 200 people.
With five great tasting healthy flavours, blending fruits, vegetables, exotic herbs and spices, REAL juices are a perfect dose of real goodness. REAL Wholesome Blend is a new, premium fruit juice by Lion Dairy & Drinks that’s just landed in supermarkets across Australia.
The campaign includes five 15-second online videos, print, POS, social and a brand spanking new website.
Darryn Wallace, marketing and innovations director, Lion Dairy & Drinks said: “The launch of REAL Wholesome Blend is an important milestone for our business as we endeavour to contemporise our branded juice portfolio. We set out to create a new premium specialty juice brand that would answer the increasing demand for exotic and different ingredients across fruits, vegetables, herbs and spices. We also wanted to bring a new and exciting approach to advertising the brand. We are excited about the launch campaign we have created with The Royals. We both strongly believed in the idea of letting people share their experience as they saw it, in a real and authentic manner. I think we have captured this in the campaign.”
He said he was very pleased with the results and looked forward to seeing how consumers responded.
Steve O’Farrell, managing partner, The Royals said: “The most challenging part of the brief was how to move the needle on sales quickly. Research told us that early adopters’ tastes were constantly shifting – they’re looking for authentic product experiences in a category awash with social influencers pushing falsified realities.”
He said the campaign creative aligned beautifully with the product’s promise: delivering a refreshing dose of realness among all the posturing.
Nick Cummins, ECD, The Royals added: “Who’s not tired of being told they could be more healthy? The juice category traditionally glamorises an aspirational, but expected lifestyle image, using over-polished stock shots of fruit salads, perfectly condensing bottles and yoga mats. Carinda’s a long way away and we’re proud of the effort we’ve gone to in making this campaign feel as real as possible.”
Client: Lion Dairy & Drinks
Product: REAL Wholesome Blend
Agency: The Royals
Executive Creative Director: Nick Cummins
Creative Director: Stuart Nightingale
Snr. Art Director: Alberto Talegon
Snr. Copywriter: Gareth Sweet
Filmmaker: Qiao Li
Communications Director: Andrew Reeves
Strategist: Chrissie Malloch
Account Managers: Navin Arunasalam & Hugh Simpson
Designer: Kenneth Sum
Creative Technologist: Paul Broomfield
Producer: Jess O’Farrell
Photographer: Jay Hynes
Source: Campaign Brief