The Challenge
Fruit has always been the original grab-and-go snack. But among younger audiences, it has increasingly lost ground to energy drinks, bars and other products designed to feel fast, bold and exciting. ICA wanted to turn that around. The challenge was simple: how do you make fruit feel relevant again?

The Solution
Our answer was to borrow the codes of the category fruit was competing with. Instead of presenting fruit as healthy, wholesome and sensible, we gave it the attitude, energy and visual impact of a modern energy brand. Bold colours, punchy messaging and a new way of framing familiar products transformed fruit into something worth noticing again.

The result was ”Join the Fruit Reboot” – a concept brought to life across outdoor, social and in-store communication, with one simple ambition: to make the original energy snack feel fresh again.