Fruktoviy Sad. “The sound of taste”

Entry code: D28001GD19
Agency: Kapibara, Moscow
Advertiser / client: PepsiCo
Group: D. AUDIO, Food & Drinks

Creative idea

Every second user chooses juices based on its taste. The brand has improved the products taste, and 7 out of 10 people confirmed it. To stimulate Fruktoviy Sad purchase, we needed to tell people about that. How? Genuine emotions from taste can inspire trust in the product. We launched a federal campaign: we asked users to share their thoughts on the improved juice in voice messages in popular messengers. Fruktoviy Sad brand team together with the local celebrity Nikolay Baskov chose the most relevant voices. Using the winners’ voices, we created advertising on TV, radio, social media and online video.

Brand name: Fruktoviy Sad
Advertiser / client: PepsiCo
Product / service: Improved flavours of 5 most popular Fruktoviy Sad juices and blends (Apple, Multifruit, Orange, Peach-Apple, Tomato).
Campaign name: Fruktoviy Sad. “The sound of taste”
Agency: Kapibara, Moscow
Creative director: Mitya Yusov
Art director: Aleksandra Petryaeva
Account director (agency): Daria Pivovarova
Client account director: Nikita Ershov
Strategic planner / strategist: Eldar Bikinin
Agency producer: Tatiana Chepko
Post production producer: Anastasia Shirshova


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