Think Before you Drink

Project Brief

Target Audience Regular soft drink consumers i.e. people who would normally buy sugary drinks like Coke, Fanta etc.

Mandatories Remedy logo, Remedy Product.

Remedy

My original concept, All of the Good, None of the Bad, was predictable and didn’t push the SMP enough creatively. Rather than settling on the first idea, I started the creative process again, aiming to look outside the box. Word association guided the process, which led me to sugar and poison, problems and remedies. I kept tweaking until the headlines had the impact I was aiming for. After adjusting the copy to fit the big Idea, the art direction fell into place.

This eventually led to the idea of positioning sugar as the villain and Remedy as the hero. The art direction became much clearer, allowing me to turn the copy into bold visual ideas rather than simply illustrating the product benefits.

Product Any of the ‘Kombucha’ range

SMP You don’t need sugar.