BERRI
ADVERTISING
CAMPAIGN
CREATED AND
MANAGED BY
EDUCATION GRAPHICS
NOVEMBER 2010

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Berri Juice - Australia’s number one juice brand - has launched
Berri Creations, a light, everyday fruit drinks range.

Designed specifically for the ‘on-the-go’ consumer, Berri
Creations fills the gap that currently exists between iced teas and
juice in the petrol and convenience market. The new range of fruit
drinks is  aimed predominantly at 18-24 year old consumers, or â
€˜Gen Y’. This is different to the traditional juice consumer, who
is usually older and buys juice for its health benefits.

Gen Y consume a high percentage of total beverages throughout the
day, however they don’t consume much juice outside the
breakfast period - a huge opportunity for Berri.
One of the biggest product launches undertaken by National Foods
in recent history, Berri Creations was launched with a massive $2.5
m media campaign in September 2010 that featured artwork from
an internationally renowned illustrator and an
interactive national
consumer promotion.

Sydney’s Town Hall and Melbourne’s Flinders Street train
stations were transformed into outdoor art galleries as artwork
produced by illustrator Ben O’Brien, more commonly known as â
€œ
Ben The Illustrator�, went on display until October 10, 2010.
The gallery, featuring 20 pieces from O'Brien, was designed to
transform an ordinarily unexciting urban cityscape into a colourful
space for commuters
.

BELOW: FLINDERS STREET STATION