As part of the 2010 AAAAs Institute for Advanced Advertising Studies (IAAS), I, along with a team of other advertising professionals (ranging from account folks to project managers) was assigned the product Fruit2day – the first juice with real fruit bits. Our challenge was to further penetrate the already saturated juice category, whose primary targets were working women and moms.

Through our research, we found there was an untapped target that was concerned about being healthy, and also willing to try new things – college students. We went beyond the ordinary expectations of juice brands to connect with this group and become an extension of their lifestyle and values.

We gave them a totally new drinking experience that's worth talking about.