The Masafi Juice Campaign Promotes "100% Natural Treat with 0% Guilt"
Meghan Young — March 6, 2014 — Marketing
The Masafi Juice ad campaign appeals to people's desire to treat themselves to delicious desserts while staying as healthy as possible so as to not blow up into a human blimp. It shows that they can satisfy themselves with a sip of Masafi Juice, which is "100% natural treats with 0% guilt," as the tag line states.
Conceived and executed by Lowe Mena, an ad agency based in Dubai, United Arab Emirates, the Masafi Juice ad campaign depicts this by turning an apple into a cupcake, orange into an ice cream cone and kiwi into a lollipop. Art directed by Amol Mestry with creative direction by Mark Lewis, the Masafi Juice ad campaign is playful and clever while sending the right message.
Conceived and executed by Lowe Mena, an ad agency based in Dubai, United Arab Emirates, the Masafi Juice ad campaign depicts this by turning an apple into a cupcake, orange into an ice cream cone and kiwi into a lollipop. Art directed by Amol Mestry with creative direction by Mark Lewis, the Masafi Juice ad campaign is playful and clever while sending the right message.
Trend Themes
1. Healthy Dessert Alternatives - A trend towards marketing desserts as healthy alternatives to traditional options creates opportunities for innovative and creative advertising campaigns.
2. Visual Metaphor Marketing - A trend towards visually representing a product's benefits through metaphors presents an opportunity for creative advertising campaigns.
3. Deceptive Advertising Backlash - A trend towards consumers calling out deceptive advertising creates a need for companies to ensure that their ads are truthful, accurate, and ethical.
Industry Implications
1. Food and Beverage - The food and beverage industry can benefit from creating and promoting healthy dessert alternatives as a way to appeal to the health-conscious consumer.
2. Advertising and Marketing - The advertising and marketing industry can use the trend of visual metaphors in ads to create more engaging and memorable campaigns.
3. Consumer Advocacy - The trend of consumers calling out deceptive advertising presents an opportunity for companies to improve their ethical and transparent practices and work with consumer advocacy groups to regain trust with their audience.
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