The evolution of juice

Hydra is a drink that combines fruit and whey – and with that it inaugurates a new category of product in Brazil among the milk drinks. The launch is part of the strategy of repositioning the brand, held during the year and inspired by nature.

Challenge

The pieces of the trousseau bet on the concept of evolution and invite the shopper to COMPARE, valuing the fact that it is the only one in the dairy market that combines the nutrition of whey to the flavor and refreshment of the fruit. The boards emphasize that the product has more protein and calcium than soy-based juices, more potassium than isotonic and less calories than canister juices. These unique characteristics may be known by consumers in supermarkets in tasting actions. To get out of the usual, the first proposal of the ZED was to take the novelty out of the commercial environment and bet on a different approach in the coast of São Paulo. On the five selected beaches, cyclists took advantage of the favorable climate to offer Batavo Hydra options (grape, passion fruit and peach).

Info

Creative Director – Roberto Cagliari
Designer – Augusto Gottsfritz
Art Directors — Bruno Cardoso & Bruna Macedo & Natália Estevez
Agency – Dez Comunicação
Date – 2012