NPD is tough to get right. Three in four FMCG launches fail within a year.
But when you're launching a genuine new product to the market with a brave client, you fancy your chances at bucking the trend.
AdeZ is Coca Cola's first plant based drink. Our brief - to create standout brand awareness and drive meaningful trial.
There are so many good things about AdeZ, but two really stood out for us; it has an undeniably weird name and it's unexpectedly tasty when you try it. That's all we needed as the spark for a creative approach that combines cheeky honesty with a fun sense of shared discovery.
The headline ‘Sounds Weird, Tastes Wonderlish’ grabs attention while landing the distinctive 'Wonderlish' descriptor. And of course once you're hooked we give you the functional benefits for the brand, both nutritional and taste-based.