PROFILE DaVinci Gourmet
Boost your mood DAVINCI GOURMET IS UNLOCKING THE PERSONALITY OF FRUIT, LAUNCHING ITS PUMP UP THE MOOD CAMPAIGN WITH A RANGE OF NEW AND RETURNING FRUIT-INSPIRED RECIPES.
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olour psychology is the study of how colours affect people’s moods and emotions. The discipline has paved the way for countless research and scientific theories to emerge. In Western cultures, red is frequently linked with energy, excitement, romance, and passion. Green has an affinity with nature, fertility, and the environment. Blue is considered to evoke feelings of calm, intelligence, and tranquillity. Understanding the way colours influence people plays a major role in how businesses design their logos and market their products, and now, forward-thinking organisations are taking this a step further. DaVinci Gourmet is applying this concept to fruit, launching its new campaign, Pump Up The Mood, which focuses on fruit beverages and the way they impact the psychology of consumers. “Every fruit has a sort of symbolism Pineapple is linked with luck and as well as functional benefits. The fruit’s wealth in some Asian cultures. visual appeal, its colour, flavour, and experience, help to shape people’s psychology. We found fruit has such an impact on mood that we wanted to develop a campaign around it,” says Eloise Dubuisson, Marketing Director for Food Service Brands APMEA at Davinci Gourmet. “For example, grapefruit’s mood is strength. It’s known to boost immunity and its symbolism captures that. Mango’s mood, on the other hand, is energy. It has very vibrant and exciting symbolism. Some fruits have cultural importance too. Pineapple is linked with luck and wealth in some Asian cultures while strawberries are associated with love in the West. We built on these concepts while developing this campaign.” Pump Up The Mood will be launched on 1 May 2020. It will feature 10 fruits, including the launch of three totally new flavoured products. “Pump Up The Mood is designed for our customer cafés and restaurants to deliver a unique experience to their
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consumers. We really want them to play on the super fun, positive vibe that fruits create,” Dubuisson says. Professional mixologists and baristas have been assigned to different fruits to create recipes for DaVinci Gourmet’s customer cafés and restaurants. “The recipes are very exciting. Each fruit has its own ambassador, a professional mixologist who has extensive knowledge of a fruit’s flavour pairing, beverage mixing, and the overall market to create these recipes,” Dubuisson says. “One of the most important things was to ensure these recipes were super exciting but also easy to replicate and apply in an everyday scenario. We needed to ensure for cafés and restaurants who serve many customers each and every day are able to produce these drinks in a fast and consistent manner.” To decide which three new flavours would be developed and which other seven would be part of Pump Up The Mood, Davinci Pump Up The Mood is built on social media buzz from countries around the world.
