THE CULTURAL ROLE OF FRUIT

GLOBAL ACADEMY IS A VIRTUAL, CROSS-CULTURAL NETWORK OF

TREND SPOTTING STUDENTS ACROSS 8 KEY EMERGING MARKETS

THIS MONTHS ASSIGNMENT IMMERSED US IN A WORLD OF FRUIT IN CHINA & RUSSIA OUR FEET ON THE STREET EXPLORED THE ROLE OF FRUIT IN CULTURE AND HOW SOME BRANDS ARE LEVERAGING THOSE CULTURAL NUANCES IN INTERESTING WAYS.

IMMERSIONS LIKE THIS HELP US AT BUTTERFLY, AND OUR GLOBAL ACADEMY STUDENTS, BETTER UNDERSTAND

PEOPLE, CULTURES AND INTERACTIONS

LEADING US TO RICHER INSIGHTS AND MAKING US SMARTER MARKETERS.

WED LIKE TO SHARE A FEW INTERESTING THOUGHTS OUR GLOBAL ACADEMISTS TAUGHT US DURING THIS ASSIGNMENT

CHINESE CONSUMERS ARE LATCHING ON TO THE GROWING HEALTH AND WELLNESS CRAZE AND BRANDS ARE FOLLOWING SUIT- USING HEALTHY FRUIT AS A JUICY SELLING POINT.

1.

Genie Juicery, the most prominent cold pressed juice brand, harnesses the power of delicious fruit and #selfie vanity, all

the while riding the wave of the current health craze in China.

FRUITS ARE CONTINUALLY BECOMING THE BUILDING BLOCKS FOR TODAYS BRANDS- PROVIDING THE MISSING LINK BETWEEN TRADITIONAL CHINESE IDEAS AND MODERN MILLENNIAL WANTS AND NEEDS.

2.

Hung Fook Tong and HealthWorks are two brands that have performed exceptionally well

over the last few years. They offer young consumers traditional herbal drinks (often

seasonally driven) with more appealing fruit flavours than their medicinal predecessors.

Hung Fook Tong Herbal Tea HealthWorks Self Heal Spike Made with Momordica Fruit

FRUIT IS NOT A PLACE TO SHY AWAY FROM WHEN IT COMES TO INNOVATION. CHINESE FRUIT PROVIDERS ARE HAVING FUN WITH SHAPES AND FORMS, ENSURING THAT THE FRUIT CATEGORY DOESNT MISS OUT ON THE CULTURAL CREATIVITY WAVE.

3.

Hong Kong imports square watermelons from Japan- a phenomenon birthed from the challenge of fitting round melons in the fridge.

Called Ripe Fruit, these cheeky peaches are popping up all over China. This unusual trend (which currently sells for about $80 a box), features peaches accessorized with satin underwear.

IN RUSSIA, FRUITS ARE VIEWED LESS AS A SNACK AND MORE AS A TASTY DESSERT TREAT- A LEFTOVER ASSOCIATION FROM THE USSR WHEN FRESH FRUITS WERE DIFFICULT TO COME BY.

4.

Mandarin Oranges are a necessity during the Christmas season in

Russia. The strong citrusy scent is a reminder of harder times but a

promise of brighter futures.

Mandarins find their ways into table decorations, decadent

dinners, salads and the Christmas stockings of all Russian children.

5.

THE IDEA OF FRUIT BEING FRESH AND REFRESHING IS PARAMOUNT IN THE MINDS OF RUSSIAN CONSUMERS. MARKETERS ARE FINDING WAYS TO HARNESS THIS IMPORTANT CULTURAL NUANCE THROUGH PACKAGING AND COMMUNICATIONS.

Recognizing the importance of freshness in the consumers mind, Exotic People is a fruit brand that

combines functional, fun and informative packaging. Through

the clear packaging, shoppers can see the quality of their fruit while

being educated on the provenance of the produce.

MEET THE ACADEMISTS!

THIS MONTHS INSIGHTS CAME FROM LIUBOV AND BRIAN

Liubov: Moscow, Russia

Brian: Hong Kong, China

Clarissa Hillen Senior Consultant Butterfly London

clarissa@butterflylondon.com

Thank You!