If you've spotted the teaser campaign 'Fruit Hai Re' on TV or Facebook recently, and wondered what it was leading upto, the reveal is out now. The campaign is for Kwality Wall's new ice-cream brand Fruttare.
WATCH the teaser ads (story continues below)
Sapan Sharma, general manager - ice cream, Hindustan Unilever, said, "Fruttare (pronounced as Fru-ta-re) is a global ice cream brand of Unilever, launched in India under Kwality Wall’s this summer. Fruttare is positioned as ‘India's first ice candy which is made with 100% real fruit juice and pulp’. The product is targeted at young adults who are health conscious and also keen on getting refreshment. Fruttare truly believes in this philosophy and the products are designed around it."
Commenting on the creative campaign, Sharma said, "Being a new launch, the objective was to build salience rapidly while establishing the proposition of ‘Made with 100% real fruit’. Hence we wanted a creative idea that is rooted in the brand name and the brand proposition at the same time. The team came up with a creative thought of ‘Fruttare yaani Fruit Hai Re’. This gives a very nice and a catchy short handle for the proposition. It converts the brand proposition of ‘Made with 100% real fruit’ into a consumer lingo of ‘Fruit hai re’."
Sharma added, "Once the creative thought was in place, the team came up with an idea of a teaser campaign to build salience in a short period of time. We had three short (10sec) and one 30sec teaser film with the end slide announcing the date of ‘Fruit hai re’ reveal. The films were scripted in such a way that it heightened the consumer curiosity about ‘What is fruit hai re’ without even giving them a hint of the product category. The teaser campaign lasted for five days with TV and digital being the lead mediums. The campaign has now moved into reveal phase where again the lead creative is a 30sec TVC which subtly reveals why and how ‘Fruttare yaani fruit hai re’. And here again we have used digital as well as TV. This approach has helped us achieve our objective and the consumer response in terms of brand trials has been really good."
Commenting about what mediums the campaign will explore, Sharma said, "While the campaign will be live on TV, we will keep our focus and thrust on the digital medium as the bulk of our target group resides there and we believe this is a very strong and efficient medium for consumer engagement. This will continue to be backed with outdoor media in select markets and strong in shop visibility across all the markets."
Client: Hindustan Unilever
Creative agency: Lowe Lintas India
Media agency: Mindshare Fulcrum
Digital agency: LBi
Digital media agency: OMD