Natura Buona

When
nature is good,
it is squeezed

brief

The brand’s objective is to strengthen its presence on the market, confirming itself as a company attentive to innovation and to the new consumer needs. Unlike other freshly squeezed juices, these innovative 100% natural extracts come in a convenient format and, above of all, they do not need to be kept in the refrigerator. They are therefore practical allies to keep with us at all times, in the backpack or bag, to keep us going in all our daily adventures.

insight

Natura Buona proposes juices that are not derived from concentrates and are without added sugar, preservatives and colourants. They are 100% fruit extracts, which take the best of the nutritional properties of superfoods, selecting the best fruit and ingredients with extraordinary virtues: pomegranate, black and red currants and ginger. The consumer proposal is a daily dose of wellness to take with them, thanks to the practical "pocket-size" format.

execution

“When nature is good, it is squeezed” is the title of the integrated campaign that we created to support the image metamorphosis that the brand is facing. The first step is the change of look that communicates to consumers, in an immediate and fresh way, all the distinctive elements of this product, which make it unique. The squeeze is so powerful that it made the fruit explode and inside is the product, small in size but with all the energy of superfoods. We focused on saturated and vital colours throughout that characterise each flavour, thus conveying the concept of a product rich in goodness and authenticity, ready to be enjoyed. Starting from the restyling of the packaging, we contextualised it in the new website and covered the main offline newspapers, web publications and social networks in a strategic and integrated manner, to which we also added a dynamic integrated advertising on the Milanese Jumbo Trams and the presence on Virgin Radio and Radio Monte Carlo.