CHALLENGE
Fruit Tree Fresh launched their new flavour - No Sugar Added Prune and Mixed Fruit Juice in August 2021 in an attempt to capture the opportunity gap in the chilled prune juice market.

The biggest challenge? How do we get Singaporeans to change their perception of prune juice as a remedy drank only when constipated, to something to drink regularly to hit one’s daily fibre intake

TASK WE SET FOR OURSELVES
To change Singaporean’s perception of typical prune juices as an unsexy, home remedy drink for constipation. By positioning it as a fun fruity flavour they can enjoy daily, one that keeps their bowels, and bodies, healthy and moving with Fruit Tree Fresh.

OBSERVATION
80% of Singaporeans having suffered constipation at least once in their lives - we all know what it’s like to feel “shitty” and “stuck”

INSIGHT
Singaporeans hate being stuck in uncomfortable scenarios and love to “problem solve” their way through things

OUR APPROACH
When constipated, bodily movement isn’t exactly fluid or comfortable. So why not visually showcase what freedom from constipation looks like?

We decided to show Singaporeans how to “wave” goodbye to constipation by “passing on the motion” - (click on the image below to view our main campaign video)

We engaged 8 influencers, with a mix of personalities and experiences with constipation, to share their constipation woes, and their best “body wave” to signify “waving goodbye to constipation. They each did so in their own varied styles (as you can see from the 3 highlighted below), helping us spread awareness of the drink and encouraging their followers to try it out too.

KOL EXECUTION

KOL constipation woes + “body wave”
Taste and review Fruit Tree Fresh Prune and Mixed Fruit Juice, recommending it to followers
Format: IGS video series + IG video

RESULTS
High Engagement Rate of 26.22% (highest E.R registered at 43.43%)
Low Cost Per Result of $0.07