Beverage Industry

Fruit2O launches app to help fans dial back social media over-sharing

May 14, 2013

Fruit2O, a brand of Sunny Delight Beverages Co., Cincinnati, released a new campaign that encourages fans to “dial back” social media over-sharing.

The centerpiece of the campaign is the Fruit2O Dial it Back Facebook app. Dial it Back monitors fans’ Facebook posts and updates to create a humorous infographic dashboard that highlights the areas where fans might want to “dial it back,” the company says.

"With zero sugar, zero calories, zero carbs and zero artificial flavors, the Fruit2O brand shows it's OK to have a little restraint in a world overwrought with excess," said Mike Burton , vice president of Sunny Delight Beverages Co.’s shelf-stable brands, in a statement. "This app is a playful way to connect with our fans. Even I was a little surprised to see what I was guilty of on Facebook, and I can't wait to encourage a few of my Facebook friends to dial it back, too."

Not only will this app help quell the inclination to over-share in the social space, but users can check in to track and communicate their progress — or regression — in various areas of their Facebook habits. Plus, fans will automatically be entered into Fruit2O’s instant-win drawing every day that they log in to check their progress. Logins also increase their chances of winning the sweepstakes grand prize trip to the Florida Keys.

The app also is shareable, allowing Facebook users to gently nudge family, friends or co-workers into dialing it back as well.