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,