It’s not often you get the chance to work on a product that’s out to redefine a whole sector. Roger Boyd wanted to do just that: change the way people fly. He’d done an enormous amount of work into what worked in the beverage sector, and had extraordinary first-hand knowledge of the toll that flying exacted on those who did the miles.

 

So many travellers filled up on coffee, water and sugary drinks to ward off the effects of being in the air for long periods of time. Roger wanted to bring to market a drink that, taken regularly during a flight, would help people fly more comfortably. This was a story about flight, but more importantly it was a story about flying well.

 

To help people understand just how different this drink was from everything else on the market, we reframed the language. We created an exclusive category. This wasn’t just another drink – it was an “aerotonic” beverage (a reference to both feeling good and being at altitude). We positioned it as a “flight optimisation” drink to make it occasion specific. And we called it 1Above – a reference to that area of space just above the ground and to Roger’s  confidence in what the drink could achieve for travellers compared with substitutes.

 

Client: 1Above

Agency: Insight

Design team: Milk

My involvement: Brand strategy, key messages, positioning and writing.