The work
Squeeze the day
- Client
- Squeeze
- Industry
- Food and beverage
- Date
- April 2025
About Squeeze
A cold-pressed juice brand in a fridge already full of cold-pressed juice brands.
Squeeze had the better product and the weaker shelf presence. The work had to earn a second look in the three seconds someone spends in front of a chiller cabinet.
The challenge we take on
A crowded chiller, an identical benefit, and no budget for broadcast.
Every competitor claimed freshness, so freshness was worthless as a message. We moved the brand onto a behaviour instead — the small deliberate act of choosing better on an ordinary Tuesday — and put the whole budget into pack and proximity media.
The pack
The advertising is the bottle.
With no broadcast money, the label had to carry the campaign. We rebuilt it as a poster: one line, one colour block, legible from the other side of the aisle.
The activation
Media bought by the metre, not the impression.
Everything ran within ninety seconds of a point of sale — transit, street furniture, in-store. Low reach, high relevance, and measurable against the specific stores it surrounded.
KPI
Performance snapshot
+62%
Rate of sale
Increase per store per week across locations covered by proximity media
+24%
Distribution
New listings secured in the two quarters after the pack relaunch
3s
Shelf recognition
Time to correct brand identification in chiller-cabinet testing
0
Broadcast spend
The entire campaign ran on packaging and proximity media