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FRijj 'Swamp Soccerette' advert

Agency: Grey London

Client: FRijj

Dairy Crest’s number one Flavoured Milk drink brand , FRijj, is launching a multi-media campaign featuring augmented reality across its entire range.

The promotion has been created to drive consumer brand awareness by leveraging the existing link with the brands’ £2M sponsorship of Soccer AM.

The six-figure on-pack promotion will offer one FRijj fan (and five of their mates) the money can’t buy opportunity to play in the FRijj Swamp Soccer World Cup 2010 with their own FRijj Swamp Soccerettes Cheerleader squad. Plus, there’s £40k worth of fantastic instant prizes up for grabs.

The on-pack promotion is wholly integrated into the design of limited edition Cookie Dough (featuring co branding from Soccer AM) and splashed across the front of the main range. Promotional bottles will be in-store from 8th February to 30th April 2010.

FRijj drinkers will be invited to enter a competition with their friends to be one of the teams competing at this summer’s FRijj Swamp Soccer World Cup. The annual competition, that takes place outside Glasgow, has attracted a large cult following in recent years.

An integral part of this competition, are ‘The FRijj Swamp Soccerettes’, a group of mud obsessed cheerleaders, created by communications agency Grey London.

The group is captained by Nadia and includes an ex-model mud professor, Eastern European rhythm squelcher and wheel-barrow-loving harmonica player.

There is an on pack communication inviting consumers to text a unique code found by unzipping the outer sleeve of the bottle or visit directly to enter.

The FRijj Swamp Soccerettes then texts the consumer back with a unique URL that is used to connect the consumer to the website to enter the competition.

Once at our users get the web experience that they will be talking to all their mates about. Firstly, they find out if they are an instant winner of over £40K of prizes.

Next they invite their friends through Facebook Connect to join their swamp football team and enter the main prize draw. Then, they get to release their Soccerette from their FRijj bottle with AR (Augmented Reality), in a thicker, slower, better way.

AR allows FRijj consumers to interact with the brand in a way never seen before.

When a consumer holds up a FRijj bottle in front of an activated webcam, the users real time environment is reflected on the screen and a FRijj Swamp Soccerette appears to climb out of the bottle. The Soccerette then performs their own individual on screen cheer in front of the consumer!

In addition to all this, consumers get to meet our Soccerettes, watch their training videos, understand their story, read their Facebook blogs and download their favourite pictures of the girls from

The campaign includes PR and digital activity, encompassing online social networks, mobile mechanics and a bespoke microsite, to engage consumers. The FRijj URL will also feature a link to existing Soccer AM idents to raise awareness.

“We are truly excited to launch this innovative on-pack activity and believe that it will genuinely appeal to our predominantly young male consumers,” said Dairy Crest Sales and Marketing Director – Liquids, Marc Dubery.

“FRijj consumers are at the forefront of technological innovation, with an inherent thirst for new concepts, and they expect FRijj activity to be a bit more risqué and edgy, as well as entertaining.”

He added, “The humorous tone fits well with the FRijj brand and will allow us to further build brand awareness within our target audience.”

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