APPLE & EVE
Creative strategy
Apple & Eve tasked us with creating a new annual campaign to highlight their iconic juice for Millennial parents. The problem was that for this group, juice is a four-letter word. Add to that the stress of the pandemic, and we had a tough sell.
Riding the wave of nostalgia brought on by the pandemic, we tapped into the insight that parents of young kids had fond memories of Apple & Eve from their own childhoods - positive associations overrode everything else. The result was “Kid Glasses”, an uplifting and wholesome campaign that spoke to families in a way that no other juice brand could.