Mr Juicy, a fruit juice drink, has been in China since 2001 and enjoyed double-digit growth in the past five years. However the overall juice market has been contracting and consumers tend to prefer zero calories drinks such as bottled water and tea.
So Mr Juicy decided to re-launch the brand in 2018 - the brand’s key message was “to be energetic” and they decided to focus on young consumers who are the most energetic population. Geometry Group in China decided to convey its message “to be energetic” in a way that resonates with youths in three ways:
1. Do not focus on product features
2. Create a new consumption occasion
3. Find and leverage a popular youth culture
The youth culture identified is ‘venting culture’. Even though the older generation regards it as negative, the youth thinks it helps them to expel negativity so that they have optimism and energy. The agency created a celebrity – rather than appointing a brand ambassador which is the common practice in China – in the form of a comic character. Hence Miss Outburst was created, based on the look and feel of McDull (an existing, highly popular character in Asia). Geometry licensed the McDull IPs to use McDull characters in conjunction with Miss Outburst, in order to create an impression that Miss Outburst looked more familiar.
Here are the various executions:
1. Special edition Mr Juicy packaging featuring Miss Outburst and McDull together.
2. A song for venting and a music video. The venting song covered all the typical things that youths vent about in their daily lives, for example, a traffic jam at 7am. And the music video ends with gulping down a bottle of Mr Juicy after venting, followed by taking a few deep breaths.
3. A mobile interactive campaign site that allowed youths to engage with the campaign either through recording their own versions of the venting song or listening to songs created by others. Geometry Group in China also hired youth key opinion leaders to live-stream themselves singing their version of the venting song and curated the live-streamed content on the campaign site.
4. The agency collaborated with Changba, the leading karaoke mobile app in China, to tap into their user base who are predominantly youths, through in-app ads and featuring the venting song on the hot picks list. The collaboration with Changba was also extended to their pop-up karaoke kiosks that are extremely popular with youths.