ZESPRI KIWI // SOUTH EAST ASIA REGIONAL (INDONESIA, SINGAPORE, INDIA, THAILAND, VIETNAM, MALAYSIA) // 2010 |
CASE
BACKGROUND Not many people in Asia are familiar with the kiwi fruit. How to tell everyone it's a superfruit when your only channel is the cluttered POS space? SOLUTION If you look the amount of nutrition this little super fruit packs, it’s pretty obvious that it has to be the world’s smallest heavyweight. So we gave the little guy the pro-wrestling personality of Dwayne "The Rock" Johnson, his big voice, his bluster and his love of talking about himself in the third person. And we cut him loose at the most opportune point of consumer engagement - at the supermarket. RESULTS 29% sales increase across Singapore, Malaysia, Vietnam, Phillipines. Over 50% sales increase in Thailand and Indonesia. |
Creative team: Antti Toivonen (Creative Director), Maurice Wee (Creative Director), James Holman (Copywriter), Jacqueline Tan (Copywriter), Mayngan Chew (Designer), Shellen Yong (Account Manager), Dan Paris (Account Director)
