Strangelove is known for its premium flavors and high-end packaging. They compete in the “better-for-you” category, but unlike competitors, they lean into irreverence. 

Problem

StrangeLove’s awareness is among the lowest in the category. The brand needs to go from “indie cool” to mainstream recognition without becoming bland.

Target Audience

20–39 year olds who are feeling the pressure to “get it together”.

Insight

Strangelove is a premium soft drink. Buying it makes you feel like you have your life together, even when you don't.

Big Idea

By exaggerating StrangeLove’s power to distract consumers from life’s chaos, we are suggesting that it’s the one thing in your life that has its shit together, so by association, you do too.