Since it is widely accepted that the primary purpose of great advertising is to induce patronage, the Chivita 100% “JuiceBall” television commercial which has been running across all television Channels in Nigeria can easily come to mind as a magnificent example of great advertising due to its ability to evoke the desired attitude in juice lovers. Although the salient features of great advertising may differ from one expert to the other, two factors that are consistently associated with successful advertising arethe persuasive power of the advertisement and its impact on the emotion of people. These characteristics, experts say, are shared by the majority of the most influential ads in every part of the world.
According to Millward Brown, a leading global research agency specializing in advertising effectiveness, “Impact alone is not sufficient; the associations generated by the advertising need to be linked to the brand. There are many ways this can be achieved, but it is of note that ads which contain established branding devices, existing slogans or distinctive creative styles are all more likely to be impactful.”
While it is true that different countries use different styles and messages in their advertisement, the best ads remain how the most involving elements relate to both the brand and the message. Essentially, for any advertising to be successful and effective it should be simple and memorable. It must be suggestive while having conviction value and should educate the people. Lastly, it should be true! These qualities are the hallmarks of the highly effective Chivita 100% “JuiceBall’ television commercial.
“The English Premier League, offers loyalty beyond reason, beyond price,” says Kevin Roberts, chief executive of Saatchi & Saatchi, a global advertising firm. This is why many companies associate their brand with a football league to enhance their brands, signing up for sponsorships with star player’s endorsement. This reality was not lost on CHI Limited as it successfully leveraged on the passion Nigerians have for football in its Chivita 100% ‘JuiceBall’ television commercial.
The television commercial features top rated football stars like Robin Van Persie, Angel Di Maria, Antonio Valencia, RadamelFalcao, and Jonny Evans. The advert opens with a glistening pack shot of Chivita 100% fruit juice; condensation dripping down the carton and as the hand appears to open the cap the camera zooms inside the pack into a world of juice, wherein superstars of football showcase there soccer skills with a “Juice Ball” on a football pitch filled with pure natural appetizing juice. The current Chivita 100% -“Juice Ball” commercial does not only portray the premium quality juice, but it is also inspirational as it highlights essentials elements of its success and market leadership.

Speaking on the television commercial, CHI Limited’s Head of Marketing, Probal Bhattacharya said, “Our aim is to build an emotional relationship with consumers in a way that the desire to consume Chivita 100% is not simply reliant on commercial value maximisation. We have been very successful with a number of initiatives behind Chivita 100% over the years, the latest of which is our partnership with Manchester United. These have been pivotal in making Chivita 100% Nigeria’s most admired juice brand.”

Chivita 100% fruit juice comes with no added sugar, colour or preservatives and is available in six variants; Real Orange, Real Apple, Real Pineapple, Red Grape, Orange Pineapple & Orange Mango all in 1 litre, 315ml and 200ml pack sizes.

chivita 100% is a scam they cant possibly have a farm large enough to offer 100 percent juice ...to serve a country as large as ours chi farms orange orchard wld have to be craaaazily large, dyu know hw many oranges it wld take to fill up a pack? where are the farms where these oranges are taken from?