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Frutelli and Kalyppo: making two Ghanaian drinks cool again
Research, school activations, animated local content and a fast response to a viral moment took Kalyppo’s Facebook following from 5,500 to 90,000 in the last months of 2016.
The challenge
Our research found that a generation of Ghanaians had grown up with Kalyppo in their lunchboxes and still loved it, and were now parents. Today’s children did not share that affinity. Frutelli, meanwhile, needed customers to know it had changed its packaging, not its taste.
What we did
- Research into Kalyppo’s audience across two generations
- Activations at primary schools to build affinity with a new generation of children
- Animated campaigns with the studio Creo, including “Kalyppo Bra Mate”, which trended in Ghana, and “Logoligi”, introducing Kalyppo’s new curly straw
- The Frutelli “Collect 8” campaign in 2013, the start of six years with Aquafresh
- Frutelli relaunch campaign around the line “Fresh New Look, Same Great Taste”
- Billboard and pull-up banner design, with slick, polished imagery across both brands
- When a photo made Kalyppo an unexpected talking point in Ghana’s 2016 election campaign, kept the brand apolitical, balanced the attention with One Ghana and peace messages, raised the social media ad budget by 600% and turned fans’ photos into #KalyppoSelfie content
- Digital marketing, PR and brand activations
In pictures
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