INTRODUCTION

Dansa fruit juice is from the stable of Dansa Foods Limited, a part of Dangote group. dansatnailA producer and marketer of various widely accepted brands, they have to their credit; Dansa Fruit Juice, Dansa Fruit Drink, Dansa Premium Unsweetened, Dansa Nectars etc. Dansa is a pure fruit juice product without flavour, colourant, preservative or sugar.

BRIEF

As part of gaining more ground in the market and to reestablish their presence in a unique and refreshing way the client briefed agency to come up with award winning concepts that will specifically drive sales of her 1 Litre brand.

EXECUTION

After deep and careful insight into the Fruit Drink industry, Touchstone developed what client still refers to as “Award Winning” concepts. Out of the various platforms presented, the “Open Up….” was favored to run. This was particularly chosen as the open up effect addresses the erroneous belief of many that Dansa juice contains more preservatives than actual fruits.

THE RESULT

The eventual campaign that ran across press, radio and TV was simply awesome. Finally, customers began to see Dansa Juice as a whole fruit juice with healthy ingredients for well being. More and more people are identifying with the brand thereby pushing sales up.