McCann Shanghai has crafted an oddly fun new campaign for the Innocent juice brand in China that takes the juice industry standard “NFC,” which is short for “Not From Concentrate”, and changing it to “Non-Fruit Consumers”.
Representing those people is Amy – self-described as a “non-fruit consumer” who would never willingly consume fruit or fruit-based products. So passionate is her hatred of fruit, that she even detours around nearby fruit to avoid smelling it!
The rationale? “Amy is so sensitive, she is obviously the best person to inspect the quality and purity of juice products and crowned her their chief juice quality inspector!” says the campaign.
“Innocent is a witty and quirky brand and its essence should be interpreted in an equally distinctive way to make a positive impression on consumers”, said Yinbo Ma, CCO, McCann Worldgroup China.
After finding the right person to pick the best juice for the drinkers, innocent rode the momentum and launched the “Nitpickers’ juice store” in downtown Shanghai to gather picky juice drinkers and “celebrate” the attitude of “pickiness”, championing the product in a playful and engaging manner.
The store turned out to be a hot spot in town. Juice lovers visited in droves, and “non-fruit consumers” were also taken good care of. A starting line in front of the shop alerted pedestrians who are not fruit eaters to speed up and pass-by the shop as quickly as possible. There was even signage featuring a warning from Amy: NFC. Keep your distance!
“Without the client’s trust and support, we wouldn’t have been able to deliver such a bold creative campaign. We believe that this communication will bring top-of-mind awareness of innocent products to people when they think of juices. And more importantly, consumers can resonate with the unique personality and humor of the innocent brand”, said Ma.