Challenge: Develop a commercial to introduce Hero frozen fruit on a stick.
Insight: Consumers are becoming more aware of nutritional value and view commercial claims in ads with increasing suspicion.
Idea: Fruit is healthy and delicious, so why add anything? Link the power of fruit to the new Hero products – emphasizing flavour and purity. Without making obvious commercial claims.
Result: A 5% share of the popsicle market within a year (as much as Festini).