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Perfetti Van Melle

Fruittella Halloween Marketing Campaign

Creating a unique universe for Fruittella

We worked with Perfetti Van Melle to create a campaign enabling their brand Fruittella to own Halloween. This was done through a 56 day campaign leading up to Halloween with an Amazon media partnership and its voice-controlled virtual assistant technology 'Alexa'. For this campaign we created positioning, messaging, a universe of characters based on the Fruittella flavours plus their rich back stories, a single location in a spooky hotel, for which we animated 56 hotel door videos (1 per day). These were all supported by digital marketing assets and promotional videos for the Amazon and Fire TV platforms.

Marketing effectiveness Award
Emerging Media Awards
+23.8% Amazon market share growth, plus searches increased x9
No. 4 top Halloween campaign beating the likes of Burger King, Ford and Snickers
31,641 Halloween Hotel Doors of content opened vs. forecast of 8,000
21.5% Returning visitors vs. a benchmark of 7%