{ CAMPAIGN GOALS }
TO BRAND CAPROS® AS AN ANTIOXIDANT SUPERFRUIT FOR BEVERAGE APPLICATIONS
Natreon, Inc. was supporting the cascading antioxidant activity of CAPROS®, a patented form of Amla (Indian Gooseberry), with significant scientific data. This differentiated CAPROS® from both a functional and quality standpoint.
{ STRATEGY }
TO LEVERAGE THE POTENTIAL OF THE SUPERFRUIT SPACE
We needed to create a long-term strategy in a space that was distracted by the “next, new superfruit” trend. The quality platform together with the opportunity that CAPROS® offered for brand extensions resonated with food and beverage manufacturers.
{ IMPLEMENTATION }
We created a logo and positioning for the branded ingredient:
A new website and collateral materials were also created:
A trade PR campaign was initiated followed by an online and print trade ad campaign.
{ RESULTS }
With the combination of print and online placements generated by the PR campaign, Capros® was seen by potentially 1.6 million industry influencers. Direct business was either generated or is pending from major companies.
