Back to work.

Problem: To get our target audience to see Sodaly as proof that guilt free can still feel good.

Insight: People do scandalous things when they’re addicted, despite the risk of getting busted.

Target audience: 18 - 35 year old trendy trailblazers who love the 90s hip-hop aesthetic, from digit-cams to double denim. However they aren’t as into the era’s heavy drinking and smoking, as it clashes with their health‑conscious lifestyle.

SMP: When you get caught red handed drinking a Sodaly, guilt is turned into greatness.

Creative idea: To reframe Sodaly as a guilt-free drink using the idea that you can embrace the 90s vibe without the 90s vices.

This project was a collaboration between my amazing team members Georgie Bolch and Claire Tauro. So grateful to work with them and proud to be one of the 6 teams selected to present to TABOO Agency.