Product branding, positioning and launch for a "healthy" soft drink that included Print, Digital, Social, Retail, Experiential & Packaging.
The client wanted the brand to be a "healthy alternative" to sugary drinks, yet still be "cool". The drink on its own didn't taste that great. So we repositioned the brand to be a must-have mixer to pair with your favorite cocktails at your favorite bars and clubs. Thus, the creation of Club Cin: Where "Cin is In." A celebrity mixologist was hired to create signature drinks that were featured across bars and clubs in and around NYC. There was even a collaboration with the cast from MTV's Jersey Shore for them to attend a Cin event while filming for the show.
Concept, art direction, design, production