This Liqui-Fruit Campaign Lays Out the Beverage's Only Ingredient
Amelia Roblin — January 12, 2012 — Lifestyle
References: redcrown.co.za & adsoftheworld
Consumers are growing ever conscious that the juice they buy from the supermarket is in many ways as unhealthy as a soft drink. This Liqui-Fruit campaign aims to show people that not all juices are alike, presenting a nutritious option containing "nothing but fruit."
Bester Burke Slingers of Cape Town, South Africa, took on the project brief to communicate the simple and snappy statement above. A pair of prints were conceived to make an appearance in Shape Magazine. The most direct visual approach possible was taken to celebrate the purity of this beverage brand, through the presentation of plain pictures of an orange and a pineapple on a single page each.
To reference the form in which such succulent edibles would be consumed, this Liqui-Fruit campaign incorporates real plastic wrapped straws, with which one could nearly use to drink straight from the photo.
Bester Burke Slingers of Cape Town, South Africa, took on the project brief to communicate the simple and snappy statement above. A pair of prints were conceived to make an appearance in Shape Magazine. The most direct visual approach possible was taken to celebrate the purity of this beverage brand, through the presentation of plain pictures of an orange and a pineapple on a single page each.
To reference the form in which such succulent edibles would be consumed, this Liqui-Fruit campaign incorporates real plastic wrapped straws, with which one could nearly use to drink straight from the photo.
Trend Themes
1. Health-conscious Beverages - The trend of consumers looking for healthy beverage options presents an opportunity for companies to create advertising campaigns that emphasize the health benefits of their products.
2. Design Minimalism - The trend of minimalist design, like the simple visual approach taken in the Liqui-Fruit campaign, provides opportunities for companies to showcase the purity and simplicity of their products.
3. Innovative Advertising Materials - The use of real plastic wrapped straws in the Liqui-Fruit campaign demonstrates an opportunity for companies to use unconventional advertising materials to draw attention to their products.
Industry Implications
1. Beverage Industry - The beverage industry can take advantage of the trend towards health-consciousness by promoting the nutritional value of their products to attract consumers looking for healthy beverage options.
2. Advertising Industry - The advertising industry can take advantage of the trend towards minimalist design by creating visually simple campaigns that emphasize the simplicity and purity of a product.
3. Packaging Industry - The use of unique and unconventional packaging materials, like the real plastic wrapped straws in the Liqui-Fruit campaign, presents an opportunity for the packaging industry to create innovative and eye-catching designs for products.
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