What makes StrangeLove, StrangeLove?
Strangelove is known for their premium flavours and curated and highend packaging. They compete in the “better- for- you” category, but unlike competitors they lean into irreverence.
What is the Problem?
StrangeLove’s awareness is among the lowest in the category. The brand needs to scale visibility to mass audiences, but without losing its “StrangeLove integrity”
In short: how to go from “indie cool” to mainstream recognition without becoming bland.
Target Audience:
20–39 year olds that are feeling the pressure to “get it together”. Between moving out, careers, relationships, and parenting, they’re juggling chaos under the pressure to look effortlessly in control.
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 if you’ve got a StrangeLove in hand, things can’t be that bad. It’s the one thing in your life that has its shit together, so by association, you do too.
What Strangelove CAN do
AI-Driven Campaign:
This campaign was created end to end using AI tools. Initial research and strategic framing were supported through ChatGPT, helping to refine the audience, insight, and campaign direction. Visual executions were then brought to life with Leonardo, allowing for rapid concept generation and iteration. By combining strategy with generative tools, the process demonstrated how AI can streamline creative development while still producing engaging, insight-driven work.
