Fruitshoot - What's Your Juice?

Objective

Robinsons Fruit Shoot needed to build playground credibility and drive sales among children aged 8+. The brand launched the 'What's Your Juice?' campaign to transform the product category from commodity to lifestyle choice by positioning Fruit Shoot as an enabler of cool skills and self-expression rather than just a juice drink.

Solution

The multi-channel 'What's Your Juice?' skills platform invited kids to learn and master fun abilities including beat-boxing, skipping, hula hooping, body popping, keepie uppies, ping pong, diabolo, and BMX. The centerpiece was a downloadable widget called 'Fruit Shoot Skills Player' hosted on fruitshoot.com featuring video tutorials of each skill. A TV campaign showcased real children performing these skills. Kids collected physical skills cards bundled with Fruit Shoot bottles, creating a collectible incentive alongside the digital experience.