Drink It Up
Overview
Ginseng Up had developed a reputation as a brand that can help you ‘Get One Up’. This sensual connotation was a barrier for growing the Brand within the non-alcoholic category. The Brand embarked on a full rebrand campaign, where the drink was positioned as one rich in ginseng root benefits and as such the ‘Benefits’ Campaign was born.
Branded pieces heavily reinforced the 3 core brand benefits of improved Focus, Feel Good, Get Up and Go traits. Fun ‘benefit’ icons were created to accompany the various creative pieces, all intentionally designed to appeal to a younger crowd across traditional and non traditional media channels.
This Campaign earned one (1) Gold and eight (8) Silver ADDY Awards.
Branded pieces heavily reinforced the 3 core brand benefits of improved Focus, Feel Good, Get Up and Go traits. Fun ‘benefit’ icons were created to accompany the various creative pieces, all intentionally designed to appeal to a younger crowd across traditional and non traditional media channels.
This Campaign earned one (1) Gold and eight (8) Silver ADDY Awards.
Client
Carib Brewery Limited
Role
Senior Copywriter
Year
2010
