Fruit Shoot’s brand purpose is to ‘inspire kids’ adventurous side’ and their ambition is deliver a £1bn global brand by 2020. Our challenge was to provide the global digital strategy and infrastructure to help them deliver on this.
First we needed to align global brand needs with local commercial requirements and budgets. We presented a vision for the role of digital and then segmented markets by needs to arrive at a tiered implementation that was globally consistent and delivered economies of scale, rapid deployment and shared learnings. The new digital ecosystem will go live across the nine launch markets in January 2015.