Role: Creative Direction / Art Direction
When Simply, America’s #1 juice brand, announced it was launching an alcoholic version, Black Twitter (the collective expression of Black culture on Twitter) went wild. Our goal was to use the organic outpouring of love from this community to organically spread the word about Simply Spiked Lemonade.
Instead of making these superfans part of our launch plan, we gave them the lead role, building a community around them. We called it 'Day Ones', because they'd been with us since day one. We gave them exclusive access to the product, amplified their voices and engaged with them constantly. Simply Spiked #DAYONES campaign is a 2023 winner of Effie’s Silver Award in the Engaged Community - Products category.
Team: (ECD) Bernardo Andrada, (GCD) Matt Fischvogt, (GSD) Rory McClenaghan, (CD) Kate Delaney, (SD) Calid Bowen, (ADS) David Matz, (CM) Courtney Sprewer, (SMA) Khallilah Watkins