Challenge:
Frulight is the Sanson fruit ice cream which comes in 5 fruit colours. It consists of an inner part made of fresh, pasteurised dairy ice-cream covered by a layer of sorbet. It contains less than 2% fat solids and has only 98 calories. The objective of the campaign was to heighten brand awareness and communicate, in a new, memorable and original way, the five flavours and the lightness of the product.
Strategy:
We invented the Colour Dance, combining a mix of 70s dance music and the spirit of Yoga, a fun, surreal dance that expressed ironically the characteristics of lightness and the five flavours of Frulight.
A Temporary Store was opened in Milan during the 2009 Milan Design Week, immersing the most trend-setting public in the branding experience, which could also be experienced online thanks to the mini website www.colordance.it. From this site people could download for free the MP3, watch the tutorial to learn the steps of the dance and watch a video of the path through the temporary store in real-time.
Developed with a broad and diversified media mix, the campaign included the press (Glamour, Vanity Fair, GQ), alternative circuits such as Zero and Promocard and the Web.
Results:
An increase in product sales of 200%.
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Wordpress Website
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Promocard
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Promocard
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Promocard
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Promocard
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Promocard
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Annuncio Stampa
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Annuncio Stampa
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Copertina Zero
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Invito Frulight
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Ingresso Temporary Store
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Interno Temporary Store
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Interno Temporary Store
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