Main Challenge

The main challenge for Bravo was to launch their new Bravo Smoothie, boost brand awareness, and make sure their target audience got to know the new product. They also wanted to drive purchase intent and encourage people to buy it. To make this happen, Bravo teamed up with Remotion (formerly DigiView) to build an all-in-one campaign strategy. This included coming up with creative concepts, ad production, media planning, paid ads, and a brand lift study to measure the impact.

The Mission

Bravo is one of Sweden's most popular food brands and the country's best-selling juice. Over the years, Bravo has expanded its product range, and now it was time to launch Bravo Smoothie. Remotion's task was to drive awareness and purchase intent for the new smoothie across various communication platforms, and wrap up with a brand lift study to measure the overall impact.

Bravo created one of Lactalis' most successful campaigns in 2018, setting a best-practice standard for success!

Elodie Jeffredo

Bravo created one of Lactalis' most successful campaigns in 2018, setting a best-practice standard for success!

Elodie Jeffredo

Method

• Creative concept

• Ad production

• Media planning and paid ads

• Brand lift study and measurement

• Benchmarking for customer sales

Execution & Creative Concept

Bravo's primary target audience is families with two or more kids living at home, following a typical Swedish weekday breakfast routine. Juice is mostly consumed at breakfast (accounting for 75% of total volume at breakfast), and this goes for Bravo consumers too. Bravo is also seen as more of a thirst quencher compared to other juice brands, especially in the afternoons and evenings. Because of this, we tailored our creative concept to three audience segments: Shoppers (the decision-makers: parents with kids aged 3-25 living at home), consumers (kids aged 7-20), and taste lovers (grocery buyers aged 25-50).

With these audiences in mind, we focused on showing the product in everyday situations like breakfast, picnics, or on the go. This helped build relevant associations and keep Bravo Smoothie top-of-mind for any occasion—and, of course, in the store. Most importantly, we prioritized early branding and a strong product focus to ensure a lasting impact on both brand and product, keeping things consistent to drive great ad recall.

Distribution

For the smoothie campaign, we ran Facebook video ads featuring three different content variations (mixed fruits, red berries, and tropical fruits). The main goal was brand awareness and reach. We also made sure to be highly visible during peak shopping times, like paydays and weekends. The campaign delivered nearly 5 million impressions, reached 1.4 million people, and had an average frequency of 3.5. We reached 52% of the potential target audience (2,760,000 people), with half of them watching at least 3 seconds of the 7-second ads.

Brand Lift Study

After the campaign, we ran a brand lift study via Meta to measure its impact. The study analyzed the boost in brand awareness and whether the campaign drove a higher intent to buy the product in physical stores.

The smoothie campaign set a new benchmark for how Bravo and other brands within the Lactalis Group launch new products through creative concepts and social media marketing. As a result of the campaign, Bravo saw a whopping 13% increase in brand awareness and a 3% boost in purchase intent! Lactalis Group recognized this as one of their best-performing campaigns and used it as a best-practice example for future launches.