“If you like fruit, start enjoying it…”.
The one with the advertisements juver It is, without a doubt, one of the most iconic songs and with the greatest memory of the advertising industry in our country. For decades, in one way or another, it has accompanied consumers, reminding us of the brand’s commitment to flavor and the absence of added sugars. Now, the musical theme is reinvented to celebrate Juver’s anniversary and embrace a new generation.
The company has launched a new communication strategy, developed together with the creative agency Basic Advertising, which is articulated around the positioning “Passion for flavor.” With this Juver reaffirms its commitment to quality and appreciates the trust and loyalty of its consumers.
The campaign consists of two 20-second spots in which the brand is associated with the daily lives of users. It relies on the creative resource of a façade whose lights turn on and off, establishing a parallel with the level of juice in a glass, which symbolizes the Juver’s presence in everyday life of consumers of all ages.
For the spots we have worked together with the production company Bosalay Producciones.
“We wanted to reflect in this advertisement our commitment to closer communication, where the consumer is the axis of our strategy”, explained Joaquín Jiménez, Marketing Director of Juver, in a statement. “Our goal is to strengthen the trust they already place in Juver every day, thanks to our incomparable flavor, and connect emotionally with them through real situations.“.
Juver’s commitment to music
Both spots have a special version of the emblematic musical theme by Juver, although this time in a melodic version without lyrics that has been worked together with the The Lobby and Sonomedia sound studios. A creative decision that they hope will help to continue reinforcing the emotional identity of the brand and also the memorability of the campaign.
Music has played an essential role in the brand’s strategy for decades and the catchy song that has transferred Juver’s message It is part of the popular imagination.
The musical theme, which has been expressed in different genres, has also covered the humorous tone to communicate Juver’s commitment to natural ingredients and the absence of added sugars. In the collective memory that iconic one is still very present “No, not sugar”.
a decade ago, Juver reinvented the song with Azúcar Morenocreating a fun game between the name of the musical duo and the brand’s proposal.
Juver returns to television
The brand also claims to have a presence in millions of Spanish homes, and points out that this campaign is a benchmark in its communication strategy for this year. What’s more, it supposes Juver’s return to television, medium in which it has not been present since August 2021.
Media planning for the campaign includes activations on linear television. Specifically, the spot can be seen on television channels. Mediaset and Atresmediaas well as in TVCanarias. It is expected to achieve coverage of more than 80% with an execution that will be active for seven weeks.
The campaign will also be present on streaming platforms. Through Netflix, Prime Video and Disney+ It is expected to generate more than 6.8 million impressions.
According to the brand, the strategy includes activations in points of sale to reinforce visibility and connect with consumers at the time of purchase. All this is reinforced with digital presence seeking to consolidate Juver’s new positioning. This includes visibility actions in the sports field and strategic collaborations.
Technical sheet
- Advertiser: juver
- Juver Marketing Director: Joaquín Jiménez Mazuela
- Juver Marketing Manager: Elena Li Yin
- Juver Marketing Team: Paula Corral Redondo
- Creative agency: Basic Advertising
- CCO: Alfredo de Juan Alamo
- Creative Direction: Gustavo Montoro
- Art Director: Antonio Molero
- Producer: Felipe Salas
- Producer: Bosalay Productions
- Director: The Crab
- Chief Executive Production: Pablo Zorrilla and Felipe Salas
- Executive Production: Pablo Zorrilla and Felipe Salas
- Color Studio: Edu Aranda
- Sound Studio: The Lobby and Sonomedia
- Media Planning Agency: ZenithBR