A mix of milk, juice and mineral water. How it sounds? Weird yes. Following Japanese soft drink trends, Valio launched Yuju for a young target with an eye-catching and funny packaging. We needed to make the launch campaign mainly in outdoor media.
We came up with a series of outdoor, describing the product as "Easy to drink, hard to explain". Each print was a little world of fruity characters where you could search for funny "hard to explain" situations as a Berry hanging in a wrecking ball or fruits abducted by UFO's. After one month of the launch of the new product, the campaign was a total success, 90% of the target group recognised the new product.
hasan & partners
Anni Paltemaa & Alfonso Arbós
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