Consumer behaviour research indicates that moms dilute kids’ juice to reduce their sugar intake. Ceres has therefore replaced the 160ml Junior Juice range with the popular 200 ml pack size and created an expert blend of great tasting flavours. The Ceres Fruit and Water Swirl offers moms the convenience of a pre-diluted juice with less sugar.
Apple: 45% less sugar than Ceres 100% Apple juice.
Fruit Punch: 50% less sugar than Ceres 100% Medley of Fruit.
Raspberry & Apple: 40% less sugar than Ceres 100% Secrets of the Valley.
Mothers with young children frequently turn to online platforms to connect with moms alike, sharing their personal stories, creating hubs where they advise each other with all things mommy. Ceres Fruit and Water Swirl solves a particular problem for moms.
To build awareness and create conversation around the launch of the new Ceres Fruit and Water Swirl, 4 x Influencers/mommy bloggers were contracted to spread the word on social media amongst their online communities thereby creating buzz and interest surrounding the new pre-diluted fruit drink from Ceres. The campaign kicked off with each mom receiving a special delivery consisting of 1 case of each one of the three Ceres Fruit and Water Swirl flavours.
As early adopters, they were tasked to create content online, disseminating the key brand messaging in an authentic manner by sharing their new discovery and tips for convenient yet healthier parenting. These posts were also geared to encourage moms alike to share the positive reasons why they wished to reduce the sugar intake of their kids.