• by Danielle Oster , Yesterday

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Juicy Juice is introducing a new Immune System Support product, with a little help from “The Wise One.”

The Harvest Hill Beverage Company juice brand’s Immune System Support product is made from 100% juice, and touts its vitamin C  and zinc content as the basis for its immune support claims.

At the center of the campaign, developed with agency partner Humanaut, is a hero ad in which parents turn to “The Wise One” (a kid in a treehouse) for guidance. He says his secret is playing in trees and drinking Juicy Juice.

The campaign is running across channels including CTV,  social media platforms and online channels including Facebook, Instagram, and YouTube — and includes static, as well as video, components.

The campaign builds on the nature focus also explored with last year’s “Pledge To Play Outside” campaign in partnership with mom influencers.

“We loved the opportunity to revisit the world of Juicelightenment. It's such a fun platform to showcase kids being kids, while also acknowledging they may have the clearest insight into what's actually important in life -- playing outside, getting a little dirty, and yeah -- maybe enjoying a little juice while we're at it,” said Humanaut CCO Dan Jacobs in a release.