Brand Owner: Cepita
Category: Drinks (Non-alcoholic)
Date: October 2005
Media Agency: MPG
Other Agencies: EHS Brann
Moving a brand upmarket is one of the hardest challenges a marketer can face. And in the food sector it's particularly difficult as perceptions can be set fast. In Argentina beverage company Cepita was about to launch a new 100% natural juice product -- a move into an arena where it had not competed in the past.
To succeed, it needed to leave its new target audience in no doubt about the quality and freshness of the new product. The new target audience consisted of upmarket urban commuters while the media strategy was designed to convince them that Cepita's new product was worth trying. The tactics were focused on turning a part of Buenos Aires into an orange grove for two days.
Overnight, one block of the busiest street in the capital was transformed as 14,000 fresh oranges were suspended in trees. Branded orange-colored vans patrolled other parts of the city to get consumers to visit the new grove.
There were also sampling opportunities, as well as coverage on TV and in the press.
The work transformed perceptions of Cepita and the retail audience also loved the campaign. The impact of the orange grove overcame stocking resistance from the key retailers needed to reach this upmarket audience.
In total 750,000 people saw the orange grove and 9,000 sampled the juice and the following month sales rose by 53%. A mouth-watering success.