It is All Good For Fruttare?

Unilever decided to introduce Fruttare Frozen Fruit Bars to the U.S market. Fruttare, originated in Brazil, is made of real fruits and creamy milk.

To differentiate themselves from the saturated market of frozen snacks, Fruttare was positioned as such:

1. A dessert snack
2. The first of its category: Frozen Fruit+Milk
       

Fruttare launch in the U.S

Here's the full product line:

Strawberry & Milk                                                
Peach & Milk                            
Banana & Milk                          
Coconut & Milk                        
Mango

Orange

Strawberry

Lime



In order to create awareness about the new "Fruttare Frozen Fruit Bar," the brand had to create an effective campaign to break through the cluster. They decided to pair Ne-Yo (singer/songwriter) and Cher Lloyd (British singer/songwriter) to create a new song called "It's All Good." The most crucial part of this campaign, is the fact that they asked fans on Facebook, Twitter, and Instagram to create phases using #itsallgood in order to help write the song. After couple months of entry, Ne-Yo and Cher Lloyd turned several of the fans' lines into lyrics for the newly released single "It's All Good"(seen below with lyrics).

Is this campaign effective? I'd say yes it is and here's why:

1. They incorporated three of the most powerful social media sites (great for impressions, WOM)

2. They involved fans to write lyrics. ENGAGEMENT (great for conversion)

3. The catchy phrase "it's all good"is a message that can be relatable to anybody (great for brand loyalty, ex: "Just do it" from Nike) 

4. The song will be played on the radio (eventually creating unaided awareness) 

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