In 2019 Fruice hit the market with a brand new bottle design and a hilariously engaging above the line campaign entitled - ‘Smooth Real Smooth - No Awkward Bits’, a strapline echoing the properties of the refreshing drink (it’s all smooth flavour with no bits). Taking this as its lead, the ATL campaign became a celebration of those ‘awkward’ moments in life, executed with a uniquely Irish sense of humour.
MXB built on the engagement by creating a digital campaign running concurrently with the ATL campaign, which utilised an on-pack QR code entry mechanic pointing to a bespoke microsite. The mobile optimised site works as a hub for all things ‘awkward’. We asked users to share their hilarious awkward stories for a smooth rating. Once an entry is submitted and approved, users are then in with a chance to win ‘smooth prizes’ and experiences.
Each story can easily be shared across social platforms along with the call to action, and the funniest stories appeared on the ‘Hall of Smooth’.