Radio / Outdoor / Print
Mistic was a struggling fruit drink in a crowded category.
Newly acquired at the time by Snapple Beverages, the client wanted to rebrand Mistic as a bold choice for bold people, targeting young city dwellers whose sensibilities were influenced by urban culture.
WHAT WE DID
First we created a succinct yet powerful call to action: Go Bold. Then we created a print/outdoor/radio campaign showcasing Mistic drinkers exhibiting their bold self-expression.
The radio campaign, which featured classical poetry re-written and performed in a bold contemporary style, won several ad industry awards. But more importantly, sales of Mistic rose 19% in just one year.