A creative concept from two AUT Adschool students, Tara Collins and Ruby Soole, is now being featured on bus backs and billboards, as part of a partnership between AUT and iSite Media aimed at promoting the new Vitafresh Made For Kids Fruit Drink. Chosen in a contest among 20 student teams, the winning idea drew on the insight that kids, as much as Vitafresh is 98 percent sugar-free, ‘don’t sugar coat’ and have a straightforward, untainted view on the world they live in.
“They’re truthful but naive, so they speak their mind,” said Soole.
According to Jane Bennett, marketing manager for Vitafresh, the concept works perfectly with the brand. The contest also represented an ideal opportunity to put the students’ skills at test.
“We thought Vitafresh was the perfect brand to get the students creative juices flowing, some fantastic exposure for our client’s new product and a great way to showcase iSite’s media strengths. Everyone wins,” said Ben Cochrane from the
Business Marketing Agency, which has iSite and Vitafresh as clients and brought both brands together for the partnership.
The campaign will be run over December and January.