Meh
Planning, Strategy, Brand Identity, Naming, Concept, Copywriting, Illustration, Creative & Strategic Direction.
In a category of sparkling waters with a little alcohol and a touch of flavor that promise to change people’s lives, we created a brand that simply accepts what it is: Meh.
And we built a community for everyone who’s just as much of a “nobody” as the product.
A hard seltzer is actually a very simple product in a category that overpromises and creates huge expectations, which leads to low repurchase rates. So we created a brand that lowers the consumer’s expectations from the very beginning.
We don’t always want to be the center of attention. We don’t want to think about what to wear. We don’t want to drink the same old thing, but we don’t want to go too far out of our way to try something new either. We want to go out, but without looking like we’re going out.
Sometimes we don’t want anything out of this world. We want to try something that tastes good, but not a flavor that stays with us all day. We want to have fun, but we don’t necessarily want it to show. Sometimes we’re not looking for anything very wow. Sometimes we just want something very meh.
“Would you try a product that says it’s nothing special?” Yes.
That was the answer to the question that came out of our creative experimentation — and the way we managed to grab attention in an oversaturated category.
Qué hicimos →
Planeación, Estrategia, Imagen, Naming, Concepto, Redacción, Ilustración, dirección creativa / estratégica.
