Smakis is a family-owned, organic fruit juice maker in Sweden. Faced with increasing competition from multinationals, they wanted to secure their organic positioning by reinforcing their sincere engagement for the environment. At the same time, Smakis’ organic business model requires thriving bee colonies. We created ‘Plant a Smakis’, a social-centric campaign that made Smakis’ kid-sized drink cartons as ecological as the organic juice inside. We also educated children and their parents about the symbiotic role bees and organic farming play in environmental sustainability. First we developed a new flavour with a dash of every bee’s favourite nectar – lemon balm. Then we turned the biodegradable cartons into plant pots with a kid’s gardening kit that included organic lemon balm seeds. Children learned the importance of ecology by planting what they just drank, and bees got what they needed most – pesticide-free nectar.
Philosophy
Smakis is a family-owned, organic fruit juice maker in Sweden. Faced with increasing competition from multinationals, they wanted to secure their organic positioning by reinforcing their sincere engagement for the environment. At the same time, Smakis’ organic business model requires thriving bee colonies. We created ‘Plant a Smakis’, a social-centric campaign that made Smakis’ kid-sized drink cartons as ecological as the organic juice inside. We also educated children and their parents about the symbiotic role bees and organic farming play in environmental sustainability. First we developed a new flavour with a dash of every bee’s favourite nectar – lemon balm. Then we turned the biodegradable cartons into plant pots with a kid’s gardening kit that included organic lemon balm seeds. Children learned the importance of ecology by planting what they just drank, and bees got what they needed most – pesticide-free nectar.
Problem
Smakis is a family-owned, organic fruit juice maker in Sweden. As multinational beverage companies entered the market, Smakis needed an idea that showcased and secured their organic positioning in this increasingly competitive landscape. Bees are essential to a flourishing ecosystem, especially for the pollination of fruit trees necessary for organic drinks. We turned kid-sized cartons of Smakis into a call-to-action, teaching children that what they’ve just drank was pollinated by bees. And making the drink cartons as ecological as the organic juice inside is the perfect vehicle to start a conversation about what it really means to be organic.
Result
- 8 million organic lemon balm plants (from 13 million organic seeds) - For 130,000 bee colonies in Sweden - To pollinate 3 million fruit trees in Sweden