How can L´Oréal relaunch Fructis as a disruptive brand for Millennials In Portugal?: How Can Brands Take Advantage of the Superfruit Trend? Global Analysis and Key Takeaways for the Relaunch of Fructis

Abstract

This individual work project aims at making recommendations about how the power of superfruits can be explored in Fructis’ communication strategy in Portugal. The communication efforts of three brands were analyzed and two distinct strategies were identified. It was found that the use of each strategy depends on the target audience: to attract health conscious consumers, the health benefits of the fruits should be thoroughly communicated; to attract a broader audience, the fruits should be promoted as an integral part of an aspirational lifestyle. It was concluded that the last strategy was more suitable to attract Fructis’ target of Millennial consumers.