We created a real weight-lifting device: Fruitgrip. Inspired on handgrips, real weightlifting devices for the upper-arm, it reproduces the image of fruits. On the product’s packaging, the link was made obvious. The box read the message: “Fruit help you be in shape”, carrying the product’s features. The promotion took place at several gyms and reached the ideal target, people that are concerned with their health.

The Fruitgrip action featured in 16 gyms in Sao Paulo and Rio de Janeiro. And in Cia Athletica in Sao Paulo, there are more than 2,000 people exercising everyday, so the target was highly impacted. We needed to postpone the end of the action so that all gym members interested in Fruitgrip could have a go and get to know the juicer.