Apple & Eve is the maker of the #1 juice box in the U.S. and comes with 40 years of brand history. But in recent years, the shelf-stable juice & drinks category has grown increasingly more competitive. As shelf space with retailers has decreased, the number of products in the category has only expanded, with many products touting similar messaging. Apple & Eve enlisted AMP Agency to build a distinct brand platform that would authentically connect with its key audience – busy moms and dads – and help them stand out in crowded field, ultimately leading to greater brand awareness and sales lift. Here’s how we developed a new brand platform and campaign to distinguish Apple & Eve in the category and establish them as the go-to family favorite for good-for-you juices.
A new integrated brand campaign aiming to drive awareness of the brand and reach the desired audience in more targeted, strategic manner and establishing a seamless digital journey to take the consumer from online to the store.
Every new day is a new opportunity for parents to squeeze in as much play, health, laughter, and goodness possible—just like Apple & Eve does with every product they make.
To bring the campaign to life, we developed a series of brand videos to run across paid social, pre-roll, and programmatic. Centered around imagination and the limitless potential that each day holds for a child, we blended animation with live action. We took inspiration from the watercolor aesthetic of Apple & Eve’s packaging. Each video thematically showcased different product lines. We used social copy variations to appropriately dial up brand communication and/or product benefits, depending on the audience for the ad and the platform. Ultimately video was the most effective performance driver for the campaign, increasing both national awareness and engagement.
While digital efforts drove awareness, we needed a way to effectively get consumers into the store and drive trial. Mobile coupon programs run through iBotta and Checkout 51 proved incredibly effective, especially because we found through audience research that the Nurturer Mom audience often uses their phone at shelf to make purchasing decisions. Coupon programs for Apple & Eve a Day exceeded all benchmarks and helped drive 80,000+ direct sales.
Establishing Apple & Eve as a digital-forward brand with unique positioning in a crowded category helped the brand obtain new distribution, drive to sales in-store, and most importantly create an authentic dialogue between brand and customer.