Trees are the one piece of greenery among the offices and traffic. They became Cepita’s medium, the orange grove became Cepita’s 100% pure message. We shook up the cynical upmarket target who were familiar with Cepita in its old guise. It was innovative, had unmissable impact and conveyed not just a visual message but taste messages too. Sampling served to reinforce the brand while demonstrating the bright, fresh and natural qualities of the new product.

750,000 people saw our oranges 9,000 sampled the juice. The grove took the event national with press coverage and a visit from Canal 13. It changed perceptions of Cepita and made an impact on consumers and retailers which led to an extraordinary 53% rise in sales the following month.