Background: GT's Synergy Kombucha is a line of Kombucha drinks that are 100% raw and organic. It nourishes the body, helps your immune system and assists your digestive health with all the live cultures, probiotics, and raw ingredients.
Challenge: Although GT's has a great story and an authentic product, the brand would like to reposition itself with a more fun and vibrant feel in order to keep their title as the leading Kombucha brand in a market that is increasingly becoming more competitive. GT's would benefit from an advertising campaign that brings more awareness of not only the brand, but the fermented drink, its health benefits, and the lifestyle.
Audience: Women and men ages 21-37 that are interested in health, an organic lifestyle, and always think about what they put in their bodies.
Strategy: Because probiotics are beneficial to your health and specifically your digestive tract, I decided to play with the idea of having a live ecosystem in your body that needs to be maintained and in good condition. By drinking GT's Kombucha, you are loving yourself because Kombucha is living food for the living body. The campaign consists of 3 print ads and a short online spot all in the same vibrant, illustrated style.
