The Guilt in Soda

How do you get real in a world of perceived perfection?

CLIENT:  American Beverage Association 

CHALLENGE: Soda likers and lovers are cutting carbonated soft drinks out of their lives.

RESEARCH: Social listening analysis and secondary research showed that people still craved soda but they felt like they had to cut it out.

TENSION AND INSIGHT: There’s a judgment when someone indulges; supposed perfection is when someone can refrain from their cravings.

STRATEGY: Remind people that a healthy lifestyle is one of balance, not deprivation.

CAMPAIGN: So worth it. Bold creative cuts through the rainbows of traditional soda communications,


TEAM: Kendra Little, art director & Max Mager, copywriter

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s