Justice for Fruit Juice
Great tasting fuel for the body and mind
In 2005, Arnold Schwarzenegger, the Governor of California, banned the sale of soda in high schools which posed a challenge for the carbonated beverage industry. 4U2U brands took this as an opportunity and partnered with BTI to turn this potentially devastating ruling into a disrupting force within the industry. Using the statewide ban of on soft drinks in high schools as inspiration to launch an all-new beverage line for students – Fruit 66 was born, free of added sugar, with light carbonation and 100% fruit juice as a healthy alternative to soda.
BTI conceptualized the development of the Fruit 66 brand, including the name (a nod to the iconic Route 66) and ensured the packaging had a look and feel that would resonate throughout the various target audiences (nutritionists, school boards and kids). The launch of Fruit 66 was seamless and impactful due to the 360-degree marketing plan that included enticing packaging, a competitive and creative trade show activation, insight-driven integrated marketing collateral, and at the time, a state-of-the-art social media and digital marketing strategy.