CATEGORY CAMPAIGN OPEN JUICE

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CHALLENGE

To make the packaged juice category more attractive for consumers in Russia, we tried to challenge the stereotypes and myths about packaged juices rooted in the society. We needed to break through the negative attitude, as many people do not believe in high standards of juices production.

APPROACH

Therefore, we decided to make an educational cross-platform project with Mail.Ru: the game on Odnoklassinki.ru, interactive infographic & test on the base of mail.ru project “Answers”. The Game & “Answers” were integrated via cross links and content.

RESULTS:

> 950 000 project reach
> 22 000 000 announcement reach