Jaffa Juicy is an iconic sub-brand of Hartwall's Jaffa soft drink, specifically targeted at Generation Z. Jaffa Juicy was launched with the help of YouTube influencers in spring 2020. Through these launch activities, the drink was brought to the awareness of the young target audience, but accelerating growth required new, bold, and continuous actions.
Our goal was not only to increase awareness, desirability, and sales of Juicy among Generation Z, but also to make the brand the most desired fruit soft drink for young people in the long term.
"Jaffa has traditionally been a favorite brand among families with children, and we wanted to make Jaffa relevant to younger consumers as well through Jaffa Juicy. We found a wonderful partner in Trooot for this, who understands the channels and content that Gen Z enjoys. We didn't want to create a single campaign, but to build a long-term relationship with young consumers – we've truly succeeded in this through our TikTok account. Brand love for Jaffa among young consumers (16-29 years old) has grown tremendously after just four months of TikTok content creation (60% to 70%).", commented Janiina Gustavsson, Brand Manager for Hartwall Jaffa.
The starting point for the TikTok strategy was understanding of the target audience and channel, as well as Jaffa Juicy's brand attributes. Entertainment, authenticity, and equality were identified as connecting factors between the channel, target audience, and brand. Instead of a single campaign, we chose a continuous content marketing model, Jaffa Juicy's own TikTok account, with the goal of reaching the audience, building community, and creating dialogue.
"Working with Trooot is genuine partnership, where we together think about how to achieve our goals. Our sales targets are incredibly high – compared to last year, we've achieved growth in Juicy sales following the launch of our TikTok account, and sales growth over the last two months has accelerated further. We look forward with excitement to what's next, as the Trooot team has excellent suggestions for how to keep the content interesting for young people while remaining true to Jaffa Juicy's identity."
