Guru is planting an thought about better-for-you power drinks » technique


Guru Natural Vitality goes all-in on plant-based with its newest shopper marketing campaign, even utilizing plant markers sometimes seen in backyard centres as QR codes for prizing.

“Made in Vegetation” is the purpose of sale part of its not too long ago unveiled “With Vegetation” marketing campaign, which aimed to point out how its plant-based power drink offers folks the gas to perform their day-to-day objectives.

guru2The massive-scale shopper activation program features a contest that enables prospects to win a visit to the Amazon by scanning QR codes on tags much like these on greens and flowers. Primarily aimed toward comfort and fuel channels, marketing campaign components contains twin shippers, cooler clings, danglers, posters and headers, all of which prioritize its “good power” proposition, in addition to the newly launched Guayusa Tropical Punch SKU.

Isabelle Hache, partnerships, occasions and commerce advertising and marketing director at Guru, tells technique the flavour, new to the English market, is being put entrance and centre, given it’s already been a success with Quebeckers since launching within the fall. 

Based on Hache, Tropical Punch is a function SKU for the marketing campaign partially as a result of Guru’s distinctive promoting proposition is its plant-based nature. The can design was impressed by its “yellowish” components together with ardour fruit, guava, jack fruit, and Hache says that Guru needed a dynamic, refreshing urge for food enchantment that represented sizzling climate and power of the tropics.

With loads of unfavorable connotations round power drinks, the model can also be utilizing “crap free” verbiage in its shopper advertising and marketing, because it’s achieved in a few of its OOH, as a cheeky method to convey its better-for-you proposition.

Hache says the power drinks class is doing rather well and the model is hoping to capitalize on current curiosity because it continues to broaden west from its dwelling province of Quebec.

“Our objective is to achieve consciousness throughout the nation…and be capable to talk its product differentiation, that it’s not one other power drink, however a pure power drink,” she says.

Mark IV did the consumer components for the marketing campaign, based mostly on inventive Sid Lee developed for the above-the-line “With Vegetation” marketing campaign. It’s in market till the tip of Might.



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