Smakis, a family-owned, organic fruit juice maker in Sweden, is stepping up to help save the bees with a new integrated campaign created in partnership with DigitasLBi Nordics. Called ‘Plant a Smakis’, the initiative launches a specially developed new flavour that contains a dash of every bee’s favourite nectar – lemon balm.
Smakis’ kid-sized cartons make perfect little plant pots, so together with DigitasLBi, they’ve attached organic lemon balm seeds and planting instructions to each one. That means children can plant what they just drank, making Smakis’ juice cartons as ecological as the organic juice inside. This also provides struggling bee colonies with what they need most – pesticide-free pollen and nectar.
“Plant a Smakis’ has an educational aspect that comes to life on Instagram under the hashtag #PlanteraEnSmakis. Together with the Swedish Society for Nature Conservation and the organic certification KRAV, Smakis is teaching children and their parents about the plight of the bees, the importance of organic and environmental initiatives, as well as sharing their best organic gardening tips. Parents are then encouraged to share photos of their children’s gardening experiences and lemon balm plants.
Executive creative director: Paul Collins
Senior copywriter: Kurt Beren-Geiger
Designer: Joacim Örnebjär, Oskar Wimmerman, Emilie Jansson, Johanna Cryer
Photographer: Pelle Röjfors
Account director: Jesper Jacobsen
Strategist: Amin Lemrini
Agency producer: Talya Pulver-Lindqvist
Production company: Haymaker
Sound: Red Pipe
Paper artist: Helen Musselwhite