It Feels Like Summer in JWT’s First TV Ad for Outshine Fruit Bars

Year-old Nestlé brand launches campaign

Summer may still seem far off—especially on the East coast with its recent soggy weather and tepid temperatures—but JWT’s new campaign for Nestlé’s Outshine frozen fruit bars certainly makes it feel like a new season.

Bright colors, bouncy music and smiling faces characterize the New York agency’s first TV ad for the brand, which Nestlé unveiled a year ago, albeit under the prefix of Dreyer’s on the West Coast and Edy’s in the rest of the U.S. New York band Romans Are Alive supplied the music via its song, “Green Light Burn Bright.”

The core target for the fruit and vegetable bars are women between the ages of 25 and 54, be they single or married with kids. So, women naturally play a leading role in the ad right down to the voiceover. The tagline is, “Snack Brighter."

The campaign, which also includes print, digital, outdoor ads and social media outreach, plays up the taste of the pops as much as their healthfulness. That’s because taste is key to generating not only consumption but repeat purchases, explained Kerry Hopkins, a Nestlé brand manager.

Outshine’s previous campaign relied primarily on print and digital ads. But with competitors like Unilever’s Fruttare entering the category and spending freely, Nestlé opted to turn up the volume with the addition of TV this year, according to Hopkins.

"To defend the space—we’re the category leader in the fruit bar segment—it was a really good, opportune time to start with a new television campaign," Hopkins said.

Hopkins declined to reveal the media budget behind the effort but said it would run through the balance of the year. Last year, without TV advertising, the brand spent about $9 million in media, according to Kantar Media.

CREDITS

Client: Nestlé

Brand: Outshine fruit bars

Brand managers: Kevin George, Rachel Jaiven, Kerry Hopkins

Agency: JWT New York

Executive creative director: Eric Weisberg

Creative director: Chad Baker

Art director: Lindsey Montague

Copywriter: Chelsea Dubois

Chief creative officer, North America: Jeff Benjamin

Planner: Derrick Goss

Head of production: Lisa Setten

Senior producer: Gillian Blain

Director of music: Paul Greco

Music track: “Green Light Burn Bright (Outshine Mix)”by Romans Are Alive

Music producer: Tony Verderosa of KBV Records

Art buyer: Bianca Escobar

Print/OOH producer: Lauren Eberhardt

Account team: Andrew Jones, Lindsay Gash, Jayna Clarke, Amanda Roselli

Live Action Director: Mark Albiston of Mark & Louis

Live Action Production Company: The Sweet Shop

Live Action Managing Director: Laura Thoel

Live Action Head of Production: Renee Robson

Tabletop Director: Margaret & Joy

Tabletop Production Company: HSI Productions

Editing house: Cosmo Street

Visual effects: Switch FX

Media agency: MetaVision Media