Disruption In The Grocery Market
Dreyer's was launching new, completely natural, organic fruit bars. But, having being known for years as an ice cream brand, there was a hurdle in consumer's minds regarding the level of natural ingredients. Because, well, "frozen" doesn't help either.
Talking about or showing people how this was different wasn't going to work. We had to completely shift the way people think about the category or they'd never read the ingredients anyway. And, about 7 years later, the thinking has shifted and we can look back at them (now called Outshine Bars) as a pioneer in the natural fruit bar sector.
The Fruit Aisle
Grocery stores are clearly divided into 3 sections: frozen, fresh and boxed/canned goods. And frozen has a stigma to it that the ingredients couldn't also be fresh. Well, they CAN. And they are. But we had to get people thinking that way. In addition to communicating they're made with real, fresh ingredients, we wanted to make them feel like a more fun option. Because things on sticks are always more fun, right?
The Freezer Aisle
In the same vein of changing perceptions, we put fruit bags hanging on the freezer doors, next to the products–as these are associated with "fresh" product. While common and often overlooked in their natural spot, placed here contextually, it created more stopping power.
The Pharmacy
Continuing to shake things up, and change mindsets, this time we wanted to play up the antioxidants and health benefits of the product (remember, this was like 2009, acai berries and antioxidants were kind of a big deal).
Grocery Carts
"Not Fun. Kinda Fun. Very Fun."
Further emphasizing how one is more favorable than the other but that they're ALL actual fruit. By contrasting, you also create relation in the mind.
Print Ad
Beautiful, closeup photography showing off the natural fruit. A tagline that also says the product is picked and sourced and processed "naturally".
Interactive Banner Ad
From left to right, quick frames that held people's attention as the message and payoff was revealed. Let's be honest, banner ads suck, so I do my best to make them suck less when I can.
