Creative Agency: Ogilvy Portugal
Creative Team: Rui Melo, João Freitas, Catarina Toscano, Sofia Aleixo, Maria Ana Ferreira, Alexandra Silva
Project Type: Produced, Commercial Work
Client: Parmalat / Santàl
Location: Lisboa, Portugal
Packaging Contents: Fruit Nectar
Packaging Substrate / Materials: Tetra Pak Cardboard
Printing Process: Flexography
Santàl – the Parmalat’s brand for fruit drinks – wanted to launch in Portugal a brand new product targeted for children. In a very competitive market, with many brands fighting for kids attention we knew we had to make things a little bit different.
We started by the story. Inspired by the ninja universe, we created a plot in which the “Frutanos” are the heroes. Half fruit, half human, and each one with its own personality, the “Frutanos” are 8 ninjas that uses the fruit power to fight various perils and enemies.
With all the story in mind, we approached the packaging with the strong conviction that it should be able to standout from the fruit juice crowd that exist in a supermarket shelf. We came up with an irreverent packaging with its very own attitude, with a vibrant and flashy style, with catchy phrases related to each character.
In the end, we still don’t know if Santàl Fruit Power is a nectar of the gods. But we know for sure that it’s the nectar for all the ninjas out there.
We were able to transport the story, the richness and the attitude of the characters we created to the packaging. In this sense, we have managed to make packaging the privileged platform to engage customers with our concept. This was accomplished by introducing each one of the characters in the frontline, each one with different and catchy claims. It was a bold approach and we are very pleased that it has come to life. The juicy style of illustration also deserves our very special mention.