National Soda Association (NSA)

MIAMI AD SCHOOL @ PORTFOLIO CENTER - 2018

The Ask.

Create a national campaign that changes one consumer group's perception of dark carbonated sodas to increase occasions of consumption and drive sales across all brands.

The Background.

Consumer demand for Carbonated Soft Drinks (CSDs) has changed dramatically in the United States. What was once everyone’s “go-to” drink, colas and caffeinated dark sodas of all kinds are falling in everyday consumption. In general, women are not consuming CSDs at all, predominantly for health reasons, while young males (18-22) are keeping CSDs alive. As a result, the soda industry has pooled resources to reverse this trend and keep CSDs in high demand.

The Target.

๐Ÿ‘ฉ๐Ÿพ‍๐Ÿ”ฌ๐Ÿ‘ฉ๐Ÿผ‍๐ŸŽ“๐Ÿ‘ฉ๐Ÿป‍๐Ÿ”ง๐Ÿ‘ฉ๐Ÿฟ‍๐Ÿ’ผ๐Ÿ‘ฉ๐Ÿฝ‍๐ŸŽค Women (24-34)

With more and more beverage options in the market, pulled in several different directions, taking on more than necessary. They are looking out for the loved ones in their lives, trying to prove themselves in the workplace, and remaining passionately persistent about life. It's a lot to do. CSDs are decreasingly considered by women trying to be more health conscious. In their day-to-day lives, women are 

The Insight.

The Strategy.

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Carbonated Soft Drinks (CSDs) are completely unique.  Each has its own flavor, sensation, associations, and experience - nothing else will satisfy your CSD craving besides one.

 

Soda is like taking a deep breath - you lose yourself in the experience

๐Ÿง–‍โ™€๏ธ

Remind women that they can and should take a moment to themselves, a moment to lose their worries in the sensations of a sodathe cool touch of the can, the crisp sound of its opening, the refreshing smell, the completely distinct flavor, and the all-encompassing sensation of bubbles 

 

The Creative.

Sip away your worries.

Fun, nostalgic, and indulgent executions reach women in unique but relatable ways. Cheeky phrases allow women to give themselves a moment and experiential executions help them lose their worries in indulgent sensations.

ROLE: Strategist

 

CREATIVE TEAM:โ€‹

Mark Hyde - AD

Shivani Shah - AD

Alex Vazquez - AD