Germany’s most successful organic soda Bionade rose to fame by being the weird newbie on the softdrink market. Over the first couple of years they focused on the healthy and organic aspects of their products in their communication, stressing their underdog image. But when they became one of the big players themselves, they saw the need to address this mainstream appeal in their campaigns as well. We pitched a campaign to the client that worked as a bridge between the more rational benefits of the product and its fun and sensual appeal.
Campaign pitch for an organic soda
What I Did