EAGER DRINKS

Messaging - Brand Positioning - Copywriting - Ad Campaign - Creative Direction

Eager for change: We want to reduce the impact of the juice we drink, for ourselves and for the planet.

MISSION
Other juice brands say their juice must be refrigerated because it gives the impression of freshness and healthiness. But in reality, no juice is actually fresh (unless it’s squeezed in front of your eyes) - by the time you see it in supermarket fridges your juice has already been shipped at fridge temperature all the way from the warmer parts of the world, pasteurised, repackaged, then stored and transported in refrigerated lorries to the supermarket.

THE JUICE MYTH
When it comes to fruit juice we believe less is more. We love fruit juice (obviously). But let’s be honest. Fruit juice is high in sugar, and high in environmental impact. We’re not saying give it up (that would be strange coming from a fruit juice company) but it’s time to see juice as a treat. Something to enjoy in glasses half full.

BRAND STATEMENT
We’re asking other brands to step up: If all juice brands joined us and removed unnecessary refrigeration from their supply chains, we could save 800k tonnes of CO2 per year, that’s more than the population of Durham (sorry Durham).

INDUSTRY CHALLENGE
We’re still working on it: The great tasting juice we love will never be low impact, environmentally speaking. Those pineapples and cranberries can really rack up the air miles, so unless we’re all going to give up juice for good, we have to accept it’ll never be perfect. Removing refrigeration from the supply chain is a big step, but we will always strive to do better, to innovate and to challenge ourselves and the industry at large.

BRAND STATEMENT