When Nestlé Pakistan planned its summer campaign for Fruita Vitals, visibility wasn't the issue. The juice brand is already known. The challenge was turning that visibility into action by getting people to seriously consider and choose Fruita Vitals in a crowded category.

Fruita Vitals is the flagship brand in the Nestlé beverages portfolio, crafted from the finest fruits sourced globally to deliver delicious, healthy refreshment. The brand embodies optimism and positivity, inspiring young people across Pakistan to embrace life with a bright outlook. 

"Nestlé, as a leading FMCG brand, faces the constant challenge of building strong consideration among consumers. For Fruita Vitals in particular, the key challenge was to move beyond visibility and generate brand engagement and preference, ultimately translating into sales growth," said Auzair Siddique, Digital Media Manager, Nestlé, Publicis Media.

To solve this, they partnered with Publicis Media and used Eskimi's creative services, turning the product from visible to truly unmissable.

Publicis Media is one of the leading global media agencies, working closely with Nestlé across markets to deliver innovative, effective media strategies. In Pakistan, Publicis Media partners with Nestlé to bring forward-thinking solutions that address core marketing challenges and create meaningful consumer connections.

The campaign background

The campaign launched in July 2025. The target: men and women aged 18–44 across Pakistan. The objective: move from awareness to consideration and trial.

Nestlé brought on Mahira Khan as the face of the campaign. Publicis brought the media strategy. Eskimi brought the format: a 3D perspective ad that added visual depth and interactivity to the product showcase.

"The Fruita Vitals campaign was launched in Pakistan during July–August 2025, featuring the popular actor Mahira Khan as the brand ambassador. It was designed to create a strong market presence, increase consideration, and encourage trial among consumers in a highly competitive juice category," shared Auzair Siddique.

Immersive creative with 3D perspective

To cut through the noise, Publicis and Nestlé recognized that a static ad was not enough. They needed a format that could instantly capture attention and deliver a premium, engaging brand experience.

"The 3D perspective format was chosen for its ability to deliver a high-impact, interactive, and immersive user experience. For Eskimi's campaign, it was important to showcase the product in an engaging, standout manner," explained Auzair Siddique.

Beyond the numbers

The Fruita Vitals campaign delivered over 12.1 million impressions, reaching 3.45 million users with a 72% viewability rate and a 0.6% CTR, achieving and surpassing visibility expectations.

"The campaign successfully met the set KPIs, delivering both strong visibility and consumer engagement. It aligned with both Publicis Media's and Nestlé's expectations by driving the dual objectives of consideration and sales uplift," emphasized Auzair Siddique.

But the impact went beyond impressions. Eskimi's Brand Lift Study (BLS) revealed significant positive lifts in ad recall and purchase intent. The results show a 5.59 percentage-point lift in ad recall, indicating the campaign was highly effective at building awareness and memorability. More importantly, the 3.46 percentage-point lift in purchase intent proved that the captivating ad format successfully translated visibility into stronger consumer consideration.