Brief

Strict regulations, based on quality and health, are now in place with regard to products for sale in secondary schools. Most brands in this sector concentrate on the product communication, borrowing visual cues from the fruit juice category. And whilst kids obviously benefit from healthier products, to them image is still important.

Response

The opportunity was to create a distinctive and relevant brand for teens, driving positive choice and loyalty that also had a good product story. The characterful monkeys whose style is based on urban culture such as skateboard graphics gave the brand a credible image whilst their connotations with the really wild jungle endorsed fresh and natural in a relevant way for teens.