AdeZ sounds weird, tastes #Wonderlish

Challenge

Supporting Coca Cola’s latest product AdeZ to launch in the UK, it was already popular in Europe. AdeZ is a fruit and milk based smoothie drink, however, was struggling to translate to a UK audience and find a place within a busy market. Supporting through retail, social, PR and advertising messages in terms of strategy and messaging - when to consume? Who and why? 

Execution 

This manifested as part of a two part strategy, first, launch on predominantly vegan credentials due to the ethically sourced and fruity nature of the product. Enlisting the help of ambassador Gaz Oakley (@avantgardevegan), who created recipes associated with the flavours. Putting on an event to demonstrate to relevant press and creators, to re share, whilst challenging non vegan creators adopt more vegan diet - with AdeZ at the heart. 

This was later supported by a content series producing videos to drive messaging about when the product would be consumed within your daily life, this was the 11am shakeup. Creating original pieces of content to drive resonance, encouraging users to get out, be creative, exercise, go for a walk and enjoy AdeZ as part of their overall daily routine. As a drink that is part snack, consumed between breakfast and lunch. 

Result 

Over the 6 month period, across both campaigns 3.2m+ people were reached in the UK and over 1.5m+ content views helped bring the brand closer to their target audience, through different messaging and content strands.