NPD is tough to get right. Three in four FMCG launches fail within a year. So when Coca-Cola wanted to launch a genuine NPD - their first plant based drink - we got the brilliant 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.