Situation

SmartSoda is an ambitious brand in the functional beverages category looking to challenge convention and create a new standard for soda.

The company needed to go beyond product attributes and arrive at a brand platform that would set it apart from competitors.

We started by “opening the vault” to uncover knowledge among internal audiences; we looked at the brand, category, and consumer to find the sweet spot where SmartSoda can credibly thrive, and we incorporated consumer conversations exploring brand concepts and white space.

Shift

Create a brand positioning that is ownable and extendable, ensuring SmartSoda is a beverage platform, not a product.

Solution

We created a brand manifesto to bring the vision, tone, and brand point of view to life. An internal facing mood piece that thematically inspires all who see it to understand what SmartSoda truly stands for.

We worked with SmartSoda’s creative agency MABL and the internal design team to create three to four creative concept directions. This sprint led to messaging that will work for B2B and B2C campaigns across channels.

Below are some examples of B2B messaging SmartSoda executed on Instagram.