Go Ahead
Go Ahead Crisp Slice
Scope
When tasked with elevating the Crispy Fruit Slice brand, Cactus Motion focused on fostering consideration, trial, and awareness, particularly among the wellness-conscious demographic aged 45 and above.
Challenge
The challenge lay in positioning Crispy Fruit Slices as the ideal, healthful snack for active lifestyles, whether on a commute, walking the dog, or enjoying a leisurely stroll.
Solution
Our solution was a vibrant, motion creative campaign that echoed the product's essence – energy, health, and taste. Emphasizing the slogan, "Get up and go ahead!", we showcased the product's key attributes: whole grain, fiber-rich, and fruity, with just 54K calories per slice. The creatives were designed to resonate with our target audience's desire for nutritious yet delicious options, leveraging upbeat music and positive imagery to reinforce the message of active energy and movement.
Final Result
The campaign's success was evident in its diverse applications, from on-pack writings to multiple creative variants, each aligning with our core message. We not only highlighted the product's health benefits but also tapped into the emotional payoffs – confidence, revitalization, and satisfaction from making a healthier choice. Our approach, blending direct ingredient appeal with a focus on product fit and health communication, resulted in a comprehensive campaign that effectively conveyed the delicious, energy-boosting, and healthful nature of Crispy Fruit Slices, encouraging consumers to try the range and engage actively with the brand.
