SINGAPORE and MIAMI, Today: Speakeasy and Zespri are making sure you never forget your daily kiwi with a clever little box, inspired by the trusty old pillbox. Because, honestly, who remembers to eat fruit every day?
In Singapore, they found out a whopping 93% of people wanna up their fruit game but just keep forgetting. Enter the Zespri Fruit Pillbox, making daily kiwi snacking a no-brainer.
This eco-friendly box isn’t just good for the planet; it’s got braille too, so it’s for everyone. Plus, it dishes the dirt on why kiwis are super good for you.
Zespri’s follow-up survey threw up some fab numbers: 75% are now hitting their daily fruit target, thanks to this nifty box.
“People are far more disciplined when it comes to taking their daily medications,” said Marcello Magalhães, Speakeasy founder and chief strategy officer.
“The key to the packaging is its simplicity, using intuitive visual design and a clear, uncluttered aesthetic.”
“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 recognisable and effectively addresses a historically complex challenge of trying to change human behaviour, where billions of dollars were invested with little success.”
Marcus Kawamura chimes in, “The key to the packaging is its simplicity, using intuitive visual design and a clear, uncluttered aesthetic.” He’s all about that sleek, easy vibe that makes you wanna grab a kiwi.
They even crossed out the ‘pill’ in Fruit Pillbox, because it’s all about the fruit, baby. And those in-store displays? They’re big versions of the pillbox, standing out in a sea of usual fruit stands.
Ng Kok Hwee from Zespri says it’s about gentle nudges towards healthier eating, making fruit part of the daily drill in a fun, effortless way.
CREDITS
Client: Zespri International Limited
General Manager, Global Marketing: KokHwee Ng
Head of APAC South: Himanshu Arora
Head of Global Brand Development: Nikos Patiniotakis
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
The Shed 28
Co-founder: Rupen Desai
Co-founder: Ranjit Jathanna
Global Marketing Director: Srija Chatterjee
Packaging Production Partner: PackFora
Production Partner: Mint Mena
PR Partner: Peppercomm
Media Partner: Mindshare
About Speakeasy
Founded by ad veteran Marcello Magalhães in 2019, Speakeasy is a brand strategy and creative hub for global clients such as KraftHeinz, Coca-Cola, Unilever, and Burger King, among others.
About Zespri
Zespri International Limited is the world’s largest marketer of kiwifruit, selling in over 50 countries. Zespri is 100 percent owned by current and former kiwifruit growers and has a global team of 850 based in Mount Maunganui and throughout Asia, Europe, and the Americas, with its Centre of Sales and Marketing Excellence in Singapore.
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