Jokk Juice Hard To Pick Easy To Drink

Jokk Juice, made in Sweden by Normejerier, is presented as the easy option compared to berry picking in a humorous television advertising campaign. The tagline in Swedish, “Svår att Plocka. Lätt att Dricka”, is translated in English as “Hard to Pick. Easy to Drink”. Each ad finishes with a carton of the drink set in a Lapland setting with the words, “Fran Vildmarken. Av Akta Bär”, Made from Berries Far Away.

Woman in swamp with Jokk berries

Swamp (Myren)

A woman walks across a swamp to collect the elusive Jokk berries. Just as she finds those berries she sinks to her neck in the mud.

Click on the image below to play the video.

Bear Trap

A man walks across the tundra searching for those shiny berries. He’s keeping an eye on the bear just over the rise. Finally he finds a berry bush. As he reaches for the berries he discovers how hard it is to pick the berries and how easy it is to drink the juice out of a carton.

Click on the image below to play the video.


Swamp and Trap were developed at Saatchi & Saatchi, Stockholm, by creative directors Adam Kerj and Fredrik Preisler, art directors/copywriters Gustav Egerstedt and Nima Stillerud. See the write up (in Swedish) on the Saatchi & Saatchi blog.

Filming was directed by Traktor, with director of photography Crille Forsberg and producer Anders Gernandt.

Man with artificial hand drinks Jokk juice

Post production was done at Stopp, Stockholm, who composited shots from Lapland with shots of the actors. Animation effects were done at Fido, Stockholm. Sound was designed at Plop, Stockholm.