News

New fizzy juice brand: ‘We’ve Eff’d up fruit juice’

CumminsRoss has unveiled a campaign to introduce what has been billed as the world’s first carbonated natural orange juice.

Called Eff, the brand hits the market with the slogan ‘We’ve eff’d up fruit juice’. Short for effervescence, the brand was named by CumminsRoss executive director Sean Cummins.

According to Richie Vandenberg, MD of Lencia, the company behind the new product: “The quality and innovation of the product is nicely matched by the gentle cheekiness of the character and the none-too-subtle play on the eff name. It’s a wonderfully refreshing drink and is certainly going to find a loyal market.”

Lencia co-owner Paul Plunkett added: “We have also trialed it as a mixer in bars and clubs and it has shown to be a perfect accompaniment to a variety of spirits.”

The new drink is available in apple, guava and lemon and lime flavours in 500 outlets around the country.

Credits:

Client: Richie Vandenberg, Managing Director, Paul Plunkett, Director
Agency: CumminsRoss
Creative: Jason Ross & Sean Cummins
Agency Producer Sussanah George
Integrations Manager: Andrew Stone
Media: Matt Hunt
Animation: Maxo Studios

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