Integrated Campaign • Creative Direction • Photo Direction
The Challenge
Making “Dryuary” feel a little less dry. Encourage customers to explore lighter beverage options during a time of year centered around health and reset, while avoiding messaging that feels restrictive or overly clinical. The campaign needed to clearly communicate product benefits while maintaining an engaging, approachable tone within a highly regulated retail environment.
The Approach
Developed a series of concept-driven messaging directions rooted in humor and cultural references, using quick ideation and sketching to explore multiple campaign routes. The final direction focused on simple, graphic executions paired with clear, benefit-led messaging to highlight lighter options without sacrificing personality.
Concepted and art directed the campaign photography, working directly with the photographer on set to ensure alignment with the campaign’s tone and messaging.
By working within the existing brand system, the campaign maintains consistency while allowing the messaging to carry the creative—ensuring clarity at the shelf and flexibility across in-store and digital applications.
Outcome
The campaign resonated strongly with customers and internal stakeholders, leading to its return and adaptation across multiple years. It successfully introduced a growing category of lighter beverage options in a way that felt approachable, engaging, and aligned with evolving consumer preferences.
