To give the brand a new voice that can be relatable throughout all generations.
The goal was to strip away people being used on their social media. In my opinion, when a lot of faces are being used, and they are all similar - people start to believe that the brand only caters to a certain type of person - or you have to be a certain type to enjoy their projects. We wanted to put the product first, so people can not only get to know the different flavors but see that this drink is for everyone, no matter if you're a kid who's thirsty and wanted to grab a quick refresher before the bell rings, or a
Art Direction: Nita Thompson
Copywriter: Connor Mullikin
Agency: TMV Group