Sapp is a new-to-market craft water product that needed to make a splash in order to get any attention in this oversaturated beverage market. (Ten points for spotting the two ‘water’ jokes in that first sentence.) Since most people have not heard of birch water, our job in this project was to educate while also being entertaining. We needed to create the right Humor Identity that would speak to their earthy, savvy, health-conscious audience and the right Creative Direction that would tap into their deeper beliefs, hopes, and wishes so that they would connect with this brand enough to want to try it out.
In terms of Creative Direction, we focused on a core position of “Branch out.” Aside from tasting great and having ingredient integrity, we knew it would be critical to speak to how this beverage empowers and emboldens the user to branch out...in their health and their world. Designed to be viscerally memorable and stand out from that overwhelming lineup of ‘health’ beverages, this project featured hilarious collateral full of tree jokes, a birch slap or two, and a newly-established authority via confident playfulness.