In 1999 Fructal was facing severe competition in segment of refreshing fruit drinks, while its market share was dropping rapidly from month to month. At that time Fructal was marketing its products under a brand name of Fructal refreshing drinks, but they were perceived by consumers as »watered juices«. So, they decided to reposition its brand.
We have created a project of developing new brand and its launch on the market including: new name, logo, corporate design, identity, and communication strategy and market communications campaign. The name FRUC was chosen because it was short, appealing to young people and it followed the way other Fructal’s products were named (e.g. Frutek, Frutabela). We have positioned Fruc as a different, dynamic and by combination of tastes entirely unusual fruit drink, which was summarized in positioning slogan COMPLETELY MIXED JUICE (TOTALNO ZMEŠAN SOK). A communication based on anti-advertising, parody and sense of humor followed.
Development and launch of Fruc has been one of the most successful projects related to launch and communication of a new brand in Slovenia. Immediately after the campaign we have achieved 28% spontaneous recall, while in one month after launch campaign 55% of target group (15 to 35 years) have tasted Fruc. Finally, Fructal has exceeded its expected sales volumes for more than 30%. After three weeks Fructal even had to stop advertising, as they were not able to meet demand for Fruc. This success was crowned with Golden Effie award and an award at Slovene advertising festival.
