Consumers are growing ever conscious that the juice they buy from the supermarket is in many ways as unhealthy as a soft drink. This Liqui-Fruit campaign aims to show people that not all juices are alike, presenting a nutritious option containing "nothing but fruit."
Bester Burke Slingers of Cape Town, South Africa, took on the project brief to communicate the simple and snappy statement above. A pair of prints were conceived to make an appearance in Shape Magazine. The most direct visual approach possible was taken to celebrate the purity of this beverage brand, through the presentation of plain pictures of an orange and a pineapple on a single page each.
To reference the form in which such succulent edibles would be consumed, this Liqui-Fruit campaign incorporates real plastic wrapped straws, with which one could nearly use to drink straight from the photo.
Stats for Inked Drink Advertising
Trending: Older & Average
Research: 5,031 clicks in 224 w
Interest: 3.8 minutes
Concept: Liqui-Fruit Campaign
Related: 59 examples / 45 photos
Segment: Neutral, 18-55+
Comparison Set: 21 similar articles, including: buzzed bird advertising, bum bag advertising, and pumped workwear prints.
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