Reverse osmosis applied to fruit juices is a technology revolution that enables to protect most (if not all) of the fruit anti-inflamatory, anti-bacterial and anti-oxidant properties.
Most strategies would chose to positively promote the benefits of this new high powered juice. However such an approach was not paying full justice to the product uniqueness.
After a lot of thinking and arguing, the team formed by the client and the agency decided to play the contradiction between the benefit of more properties for less problems in order to stress the absolute uniqueness of this new brand.
It’s hard to gain a position in this market held by major international players… but anti+ is slowly gaining the favour of the Canadian consumers and is surely the talk of the town with 3 Gold awards in 2 years for its innovation and its packaging.