Philips launched a Dutch Masterjuices campaign for healthy living at an unlikely location—the Rijksmuseum in Amsterdam—to promote its range of masticating and centrifugal juicers.
To bring attention to the fact that people often avoid eating fruits and vegetables, Philips created a gallery setting with altered paintings. While classics like 'Still Life with Flowers and Fruit' by Jan Van Huysum is a piece of art that is rich with color and produce, Philips altered the painting to be almost completely devoid of fruit. To add even more interest to the unusual work of art, Philips had an on-site curator mysteriously remove a real piece of fruit from the frame, astounding and confusing many viewers in the process.
To promote healthy living, Philips then offered healthy beverages to gallery-goers, providing them with essential nourishment and reconnecting them to the lost fruit.
Artistic Fruit Pranks
Philips Launched the 'Dutch Masterjuices' Campaign at the Rijksmuseum
Trend Themes
1. Healthy Living Campaigns - Companies can implement interactive campaigns in unexpected places to support healthy living and promote their products.
2. Altered Reality Marketing - Brands can experiment with altering reality, such as art pieces, to grab attention and generate buzz around their products.
3. Interactive Gallery Settings - Companies can create an interactive experience that provides education and awareness on health and nutrition within a gallery setting.
Industry Implications
1. Juicer Manufacturing - Companies manufacturing juicers can create art-centered campaigns that showcase the health benefits of fruit juicing and raise awareness on the importance of incorporating a healthy diet for consumers.
2. Art Galleries - Art galleries can partner with brands to create interactive campaigns and unique installations that showcase the gallery's artwork in a new and innovative way.
3. Food and Beverage - Food and beverage companies can incorporate art and creativity in their marketing to engage consumers in healthy living and promote their health-focused products.