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水果数字
案例简介：简要解释 所有成年人都知道: 健康饮食很重要。有机连锁超市 freshn 'n' friends 从这种情况中受益。只有一个小问题: 孩子们讨厌健康的食物，但他们喜欢糖果。最糟糕的是: 孩子们不听逻辑论点。因此，我们的任务是说服孩子们而不教训他们。我们选择解决这个问题，而不是用传统的广告活动来引起人们的注意。解决方案是一种新产品: 水果数字。 描述客户的简报 我们的任务是增加水果对孩子和父母的销售。 描述你是如何到达最终设计的 为了让水果像糖果一样吸引孩子，我们设计了适合孩子的水果安排。无聊的水果被设计成泰迪熊、小猫、花的形状 -- 所有孩子们喜欢的东西。就像普通的水果沙拉一样，水果数字被密封，放在托盘里，在 freshn 'n' friends 商店出售。此外，为了向那些真正应该参与的人开放设计过程，我们让孩子们设计自己的水果数字。提交了 3,500 多份儿童设计。5 岁的达里奥的兔子形象获得了最多的选票，并被添加到产品系列中。 表明市场的结果有多成功: 在第一个月，freshn 'n' friends 已经卖出了两倍于以前的水果。甚至比赛也取得了巨大成功。来自德国各地儿童的 3,500 多个想法被发送了进来。来自柏林的 5 岁的达里奥 · 莱弗的兔子形象获得了最多的选票，并被添加到水果产品系列中。媒体的反应进一步提高了水果人物的意识水平。此外，freshn 'friends 收到了父母近 100 封感谢信。然而，最重要的是，孩子们现在吃得更健康，因为他们喜欢。
水果数字
案例简介：Brief Explanation All adults know: healthy eating is important. The organic supermarket chain Fresh'N'Friends benefits from that situation. There is just one small problem: kids hate healthy food but they love sweets. And worst of all: kids won´t listen to logical arguments. Therefore, our task was to convince the kids without lecturing them. Instead of calling attention to that problem with a traditional ad campaign, we chose to solve the problem. The solution was a new product: fruit figures. Describe the brief from the client Our task was to increase the sales of fruits to kids and parents. Description of how you arrived at the final design To make fruits as appealing as sweets for kids, we designed fruit arrangements that suit children. Boring fruits were designed in shape of teddy bears, kittens, flowers - all the things kids love. Just like ordinary fruit salads, the fruit figures were sealed, put in a tray and sold in Fresh'N'Friends stores. In addition, to open the design process up to those who should really be involved, we let the kids design their own fruit figures. Over 3,500 designs from children were submitted. The rabbit figure of 5 year-old Dario got the most votes, and was added to the product range. Indication of how successful the outcome was in the market: During the first month, Fresh'N'Friends already sold twice as much fruits as before. Even the contest was a big success. Over 3,500 ideas from children all over Germany were sent in. The rabbit figure of 5 year-old Dario Lefevre, from Berlin, got the most votes and was added to the fruit product range. Press reactions pushed the awareness level of the fruit figures additionally. In addition, Fresh'N'Friends got almost 100 thank-you letters from parents. However, most importantly, kids eat healthier now because they love it.
FRUIT FIGURES
案例简介：简要解释 所有成年人都知道: 健康饮食很重要。有机连锁超市 freshn 'n' friends 从这种情况中受益。只有一个小问题: 孩子们讨厌健康的食物，但他们喜欢糖果。最糟糕的是: 孩子们不听逻辑论点。因此，我们的任务是说服孩子们而不教训他们。我们选择解决这个问题，而不是用传统的广告活动来引起人们的注意。解决方案是一种新产品: 水果数字。 描述客户的简报 我们的任务是增加水果对孩子和父母的销售。 描述你是如何到达最终设计的 为了让水果像糖果一样吸引孩子，我们设计了适合孩子的水果安排。无聊的水果被设计成泰迪熊、小猫、花的形状 -- 所有孩子们喜欢的东西。就像普通的水果沙拉一样，水果数字被密封，放在托盘里，在 freshn 'n' friends 商店出售。此外，为了向那些真正应该参与的人开放设计过程，我们让孩子们设计自己的水果数字。提交了 3,500 多份儿童设计。5 岁的达里奥的兔子形象获得了最多的选票，并被添加到产品系列中。 表明市场的结果有多成功: 在第一个月，freshn 'n' friends 已经卖出了两倍于以前的水果。甚至比赛也取得了巨大成功。来自德国各地儿童的 3,500 多个想法被发送了进来。来自柏林的 5 岁的达里奥 · 莱弗的兔子形象获得了最多的选票，并被添加到水果产品系列中。媒体的反应进一步提高了水果人物的意识水平。此外，freshn 'friends 收到了父母近 100 封感谢信。然而，最重要的是，孩子们现在吃得更健康，因为他们喜欢。
FRUIT FIGURES
案例简介：Brief Explanation All adults know: healthy eating is important. The organic supermarket chain Fresh'N'Friends benefits from that situation. There is just one small problem: kids hate healthy food but they love sweets. And worst of all: kids won´t listen to logical arguments. Therefore, our task was to convince the kids without lecturing them. Instead of calling attention to that problem with a traditional ad campaign, we chose to solve the problem. The solution was a new product: fruit figures. Describe the brief from the client Our task was to increase the sales of fruits to kids and parents. Description of how you arrived at the final design To make fruits as appealing as sweets for kids, we designed fruit arrangements that suit children. Boring fruits were designed in shape of teddy bears, kittens, flowers - all the things kids love. Just like ordinary fruit salads, the fruit figures were sealed, put in a tray and sold in Fresh'N'Friends stores. In addition, to open the design process up to those who should really be involved, we let the kids design their own fruit figures. Over 3,500 designs from children were submitted. The rabbit figure of 5 year-old Dario got the most votes, and was added to the product range. Indication of how successful the outcome was in the market: During the first month, Fresh'N'Friends already sold twice as much fruits as before. Even the contest was a big success. Over 3,500 ideas from children all over Germany were sent in. The rabbit figure of 5 year-old Dario Lefevre, from Berlin, got the most votes and was added to the fruit product range. Press reactions pushed the awareness level of the fruit figures additionally. In addition, Fresh'N'Friends got almost 100 thank-you letters from parents. However, most importantly, kids eat healthier now because they love it.
水果数字
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FRUIT FIGURES
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基本信息
- 广告战役： #FRESH'N'FRIENDS-设计与品牌-5da2#
- 广告品牌： Fresh'N'Friends
- 发布日期： 2000
- 行业领域： 饮食/特产
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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