CANADA DRY GINGER ALE “REAL GINGER. REAL TASTE.”

PROBLEM: Canada Dry Ginger Ale was getting lost among the cluttered shelf of the CSD aisle. Their main message that Canada Dry is made with REAL GINGER was not pushing through the clutter.

SOLUTION: We created a white space for Canada Dry to flourish in by amplifying their real ginger message by taking them to the farm. By creating "Jack's Ginger Farm", we were able to directly connect Canada Dry to the root of their point of differentiation. Marry that with unique 'down-home' music, saturated colors, and an ownable setting, viewers can now immediately identify Canada Dry. Their identity was realized. 

Sales shot up +11%. Brand Linkage up +21%. Household penetration up +20%. (source Nielsen)

“BBQ :30”

"Party” :30

“Ginger Ale Stand” :30

OOH Extension

7UP “be 7UP”

PROBLEM: 7UP was born as the 'original un-cola.' That message of being different and true to oneself lost steam over the years. They needed something or someone relevant and that stood for the brand to reignite their brand.

SOLUTION: Cee Lo Green. The perfect, quirky personality for a brand looking to tout its "originality" and "uncola-ness". With a nod to the original uncola back in the 70s, we developed a spot that followed Cee Lo through his life and how 7UP ultimately landed him in such a unique place in today's pop culture. 

Photography by F. Scott Schafer