ROLES
CONCEPT CREATION : CREATIVE DIRECTION : CLIENT FACING
CONCEPT CREATION : CREATIVE DIRECTION : CLIENT FACING
MEDIUMS
TV : OOH : PRINT : RADIO
TV : OOH : PRINT : RADIO
THE CONCEPT
RELAX HARDER
‘Relax Harder’ is a platform built around the notion of enhancing your relaxation moments. In an increasingly overstuffed, hyper-speed world, just about everyone needs to be able to wind down at the end of the day.
Though most of us take time to find these moments, Canada Dry wants you to strive for that next level relaxation. One that can only be mastered with the real taste of ginger…and some ingenuity.
THE BACKGROUND
Canada Dry communications to date have established the brand’s real ginger equity. The next evolution of messaging aims to build a more emotional connection with consumers by driving association between the brand and a feeling.
Canada Dry communications to date have established the brand’s real ginger equity. The next evolution of messaging aims to build a more emotional connection with consumers by driving association between the brand and a feeling.
THE REALITY OF THEIR TARGET
In today’s increasingly “do it all” and “on” culture, a break to relax is a real luxury for their target audience. While they know it’s important to decompress, they don’t always prioritize it. Increasingly it’s all work and no play – they are spending more hours on average at the office and are taking less paid vacation time than years past. Moreover, they are addicted to their smartphones 24/7 and are unwilling to unplug. They are in desperate need of a break they can’t - or won’t - find time to take.
In today’s increasingly “do it all” and “on” culture, a break to relax is a real luxury for their target audience. While they know it’s important to decompress, they don’t always prioritize it. Increasingly it’s all work and no play – they are spending more hours on average at the office and are taking less paid vacation time than years past. Moreover, they are addicted to their smartphones 24/7 and are unwilling to unplug. They are in desperate need of a break they can’t - or won’t - find time to take.
INSIGHT
They have to work at relaxing
They have to work at relaxing
REASON TO BELIEVE
Real ginger equity: Canada Dry is made from real ginger and delivers real ginger taste. Canada Dry Ginger Ale is the perfect beverage to unwind with because it enhances the feeling of relaxation with its soothing and refreshing qualities.
Real ginger equity: Canada Dry is made from real ginger and delivers real ginger taste. Canada Dry Ginger Ale is the perfect beverage to unwind with because it enhances the feeling of relaxation with its soothing and refreshing qualities.
OUR CONCEPT 'STEAL-O-MATIC'
ANIMATICS FOR CONSUMER TESTING
MY BEHIND THE SCENES SHOTS
