Brief: Real’s Fruit juice leads the market in India with a 43.5% share. It is the single largest brand in the Dabur Foods category. During their 2022 market research, they observed a shift in audience preference towards the 200 ml tetra pack available chilled over the counter, rather than the 1-litre tetrapack in the North Zone region (Rajasthan, Punjab, Haryana, and Delhi). In the summer, the 200ml pack is mostly consumed by health-conscious youth at the store as a single-use pack, as it is made from real fruit, chilled, and disposable, eliminating storage concerns.
Expectations: The regional team of Real fruit juices wanted the audience to shift back to the 1-litre pack, as it caters to multiple users in a single household. Additionally, the brand team wanted buyers to purchase multiple variants of juices (1-litre: mixed, orange, guava, apple, litchi) in a single purchase. They aimed to re-establish trust among mothers that they are buying the goodness of real fruits in the 1-litre pack. The Dabur brand team was also looking to increase the consumption of Real fruit Juice by introducing new and trendy occasions/recipes that include juices.
Solution: After numerous brainstorming sessions between the Digital Vibes team and the Dabur brand team, we finalized the strategy of “Day-long hydration with the goodness of real fruit juice.” We showcased that a glass of real juice with breakfast is enough for day-long hydration for everyone who steps out of the home during summers, including husbands/wives going to the office, kids going to school, and elders going about their daily chores. We also suggested promoting increased juice consumption by showcasing how one can make lounge-mocktails with Real juices to enhance house parties and pool parties.
- Our own AI-based influencer software, Digital Vibes, carefully selected 8 mom influencers with kids under 8 years of age. We also selected a 7-year-old kid chef famous in the Rajasthan region to demonstrate easy recipes.
- We handpicked 2 mom influencers based on their party attitude, house aesthetics, and social circle posts.
- Mom influencers shot videos with family members sitting together at the dining table for breakfast. Healthy breakfast items like sandwiches, dry fruits, and poha were placed along with a glass of Real fruit juice. Each member at the table participated in the video, showcasing their personal favorite variants available in the 1-litre pack and glass. The mother, as the overall in-charge responsible for everyone’s health and nutrition at home, had her concerns and dilemmas about hydration during summer and nutrition resolved by Real Fruit Juices.
- For fruit-based mocktails, influencers carefully selected bar accessories and mocktail glasses suitable for their in-house/pool party theme. They demonstrated Guava-tini and Orange Mojito using the 1-litre pack, highlighting the ease, simplicity, taste, final look and feel to encourage users to try them out.
- Special emphasis was placed on the message of “the power of 4 pieces of fruits in a glass, which is sufficient for day-long hydration.” Mothers were shown trusting the brand for their family members’ nutrition.
- We exceeded the client’s estimated targets, achieving an impressive figure of 8.5 million views.
- The total number of likes exceeded 125K, and the total number of followers surpassed 1.5 million.
- Out of the 8 videos, 3 went viral, with more than 2 million views each within 3 days.
- We achieved a positive emotion rating of 9.8/10.
- The audience responded positively and engaged meaningfully.
- The mocktail recipes received high appreciation from the audience.