Instant Smoothie

Tags: genuine health, greens+, beverage, food supplement, nutraceutical, 2009 pac awards

Challenge: To create new users in the category, communicate a point-of-difference versus powdered smoothie competitors, and increase the frequency of use of current users through taste appeal and “Smoothie a day” positioning.

Comment: Prominent illustrations of fresh ingredients convey flavor appeal, while the flowing script of the “Smoothie” identity reinforces the promise of smooth product texture. The clean look and a bold, sporty silver and white band creates visual appeal to the health-conscious consumer, while on-pack copy explains product benefits and reinforces ease of use.