Blueberries and exotic flavors in all honor, 40 % of the Swedes prefer juice with orange flavor for breakfast. For that reason it was extremely important for ProViva to enter the great Orange Jungle provided by their competitors. ProViva Orange was launched in spring 2018 and Kicker helped ProViva to launch the new product. The goal was to differentiate ProViva from the competitors, create awareness and drive product sales.
The living bacterial culture is ProViva's signature and unique feature. It is beneficial for the stomach and does good for the whole bodily system, inside and out. With the message “Gör dig redo att möta dagen” (Prepare to meet the day) Kicker chose a tonality the audience liked.
The concept was based on the fact that too many of us have forgotten to take care of ourselves and are not well prepared to deal with our everyday lives. The “Gör dig redo att möta dagen” message was communicated on television, in newspapers, social media and in store. This reminder turned out to be the key in making consumers choose ProViva over other orange drinks for their breakfasts.
The launch was a great success. ProViva Orange directly gained sixth place among ProViva's bestselling products, without cannibalising on ProViva's other juices.