Consumer research conducted by Zespri in its Singapore test market found that while the vast majority of adult respondents, 93%, said they want to eat more fruit, more than half of them did not eat fruit daily, mostly because they simply forget to do so.
So Zespri and brand strategy and creative hub, Speakeasy, packaged Zespri kiwifruit in the 190-year-old medicine reminder, the pillbox, developed with business transformation company, The Shed 28.
The Zespri Fruit Pillbox was launched first in Singapore. The packaging has seven compartments labelled from Monday to Sunday, with a Zespri SunGold kiwifruit in each compartment to nudge people to eat fruit every day.
It is made with recyclable material and vegetable-based ink by packaging specialist, PackFora. As a commitment to inclusivity, the days of the week are also imprinted in braille, making it accessible to the visually impaired. In addition to listing the days of the week, one side of the packaging includes a “Why a kiwi a day?” section, with a list of the fruit’s nutritional benefits. And in a clever design touch, the Fruit Pillbox branding appears with a strikethrough on the “pill” portion of the name.
Initial consumer response has been very positive. Zespri conducted a follow-up survey through a QR code printed on the Fruit Pillbox to track consumer reaction and behavioural changes, and 75% of respondents said the packaging successfully reminded them to eat a kiwi each day.
“People are far more disciplined when it comes to taking their daily medications,” stated Marcello Magalhães, Speakeasy founder and chief strategy officer. “One reason why is a low-tech invention that’s been in use for almost two centuries: the pillbox, which an International Electronic Journal of Medicine study found improves medication adherence by as much as 68%. We took these insights and developed a simple design idea that is easily recognizable and effectively addresses a historically complex challenge of trying to change human behaviour, where billions of dollars were invested with little success.”
“The key to the packaging is its simplicity, using intuitive visual design and a clear, uncluttered aesthetic,” added Marcus Kawamura, Speakeasy partner and chief creative officer. “The inviting packaging balances innovation with captivation and is informative with attention to detail and functionality.”
Creative in-store POP displays resemble enlarged versions of the Fruit Pillbox, using the same look, branding, and flip-tops to house the packaging. The displays stand out in produce sections, which typically lack examples of creativity and innovation. The launch was also supported by a social media campaign.
“Zespri believes in inspiring positive behavioral change towards a healthier community through the power of remarkable marketing,” stated Ng Kok Hwee, general manager, global marketing, Zespri. “Inspired by Nudge theory, where consumers are subtly, gently, and repeatedly encouraged to make positive changes in their behavior, the Fruit Pillbox aims to encourage a positive change in the eating habits of consumers, making fruit consumption a seamless and enjoyable part of their daily routine.”
Credits:
Client: Zespri International Limited
General Manager, Global Marketing: KokHwee Ng
Head of APAC South: Himanshu Arora
Head of Global Brand Development: Nikos Patiniotakis
Agency: Speakeasy
Chief Strategy Officer, founder: Marcello Magalhaes
Chief Creative Officer, partner: Marcus Kawamura
Independent Copywriter: Raphael Valenti
Independent Designer: Raul Arantes
Independent Editor: Thiago Bueno
Independent Animator: O Jujuba
Independent Audio: Ritmika – Henrique Tanji
Development Partner: The Shed 28:
Co-founders: Rupen Desai & Ranjit Jathanna
Global Marketing Director: Srija Chatterjee
Packaging Production Partner: PackFora
Production Partner: Mint Mena
PR Partner: Peppercomm
Media Partner: Mindshare
