New fizzy juice brand: ‘We’ve Eff’d up fruit juice’
CumminsRoss has unveiled a campaign to introduce what has been billed as the world’s first carbonated natural orange juice.
Called Eff, the brand hits the market with the slogan ‘We’ve eff’d up fruit juice’. Short for effervescence, the brand was named by CumminsRoss executive director Sean Cummins.
According to Richie Vandenberg, MD of Lencia, the company behind the new product: “The quality and innovation of the product is nicely matched by the gentle cheekiness of the character and the none-too-subtle play on the eff name. It’s a wonderfully refreshing drink and is certainly going to find a loyal market.”
“none-too-subtle play on the eff name” yeah ok… like FCUK did, good for getting attention to start with, but where does it go afterwards? Hope they’re already thinking about it, lest it get tired and people end up not giving an eff.
quick and simple – i like it!
What a brilliant idea – carbonated fruit drink. Just went to buy my first Eff from my local cafeteria in the city and it was eff’ing beautiful. Refreshing and full of flavour. Looking forward to seeing it on club shelves so I can order an “eff n vodka”.