Pine Hill Dairy chooses G&A for it’s Caribbean Pride campaign
In response to challenges in the marketplace, Pine Hill Dairy (PHD) set out to heavily market its Caribbean Pride range of juices with a fresh campaign aimed at a growingly health conscious and well-informed audience.
PHD engaged top local ad agencies to compete for the account by presenting ideas on how best to position this brand.
And here we are.
We recognized that Caribbean Pride could not boast of high juice content like their rivals Ceres and Tropicana, therefore we developed a campaign that extolled its strengths of flavour and fun.
We developed the theme ‘Liquid Joy’ and executed print, point of sale, out-of-home, vehicular signage and television advertising to convey the desired spirit. Our understanding of, dietary trends, the consumers access to information and their demand for critical product information to guide buying decisions, led us to determine that Caribbean Pride must compete honestly on the basis of its true selling points.
