Sunny introduction Sourcy with Mango

Campaign for consumer and shopper

During an understaffed and busy period, Vrumona asked me to develop and manage the overall introduction campaign for Sourcy with Mango flavour. The primary objective was to increase brand awareness, stimulate trial and generate traffic to the shop floor. Quite a challenge in a market with many competitors.

Based on the Sourcy brand strategy, we developed a powerful communication concept 'here comes the sun', the feeling of the sun shining through the clouds after a refreshing Dutch rain shower, together with the agencies involved. In a short period of time, this concept has been consistently developed into various offline and online communication and media tools, up to and including retail media and shopper activation. Sourcy with Mango was, literally and figuratively, put in the spotlight by 360 degrees. The integrated thinking and roll-out of this introductory campaign is a good example of directing a major project within a professional marketing organization and the many agencies that had to be managed. I myself look back with pride on this sunny assignment, which also resulted into several projects for other Vrumona brands, including Royal Club and Ranja.