With the success of pink dragon fruit as an ingredient in three former Boost Juice campaigns, we were tasked with delivering a campaign to hero three new pink dragon fruit smoothies. We created a world where pink dragon fruit had taken over every aspect of life - appearing in your home, as part of your wardrobe, in your perfume and most importantly in your smoothies.

The marketing mix included an in-store take over, PR activations in centres across Australia, extensive digital communication including EDMs, social media, and national out-of-home advertising. The campaign was successful with 150K+ units sold in 6 weeks.