N E W T A R G E T A U D I E N C E :
I chose to target female millennial festival-goers because they like to spend on experiences, go to 4-6 festivals per year, and become micro-influencers with the brands they love while at festivals.
N E W B R A N D I N G :
I changed the brand colors to a more bohemian color palette that still represents a beach sunset. The logo new logo has a modern design.
N E W B R A N D V A L U E :
Live the Moment #PopTheSass
P A R T N E R S H I P W I T H T H E C O A C H E L L A F E S T I V A L :
Coachella is one of the most famous festival for millennial women. Sunset Sarsaparilla will partner with the brand to become the official drink and have activations throughout the week.
D A R E U N D E R T H E C A P :
Pop the Sass! Sunset Sass turns the consumer into the performer. Under 1 cap of every 6-pack, consumers will find a special dare. Choose your bottle and let the fun begin.
CAST: Letier Santana (Strategy, Art & Copy)