“You Gotta Sip It to Get It”
Zero Sugar Product Launch
Welch’s
Some things in life just make zero sense… Like why 11 is “eleven” and not “onety one.” Why short naps are “cat naps” when cats sleep forever. Or if it’s actually possible for a zero sugar juice to still taste like the regular stuff.
Welch’s may not have the answers to everything. But they have been able to make zero make sense with their new Zero Sugar flavors. So to help launch Welch’s Zero Sugar, we created a campaign that faced the head-tilting questions head on.
When something doesn’t make sense, our heads tilt. It’s like our bodies are saying “Maybe if I look at it this way...” So we leaned into this action (literally) across our campaign, ultimately inviting juice-lovers to sip Zero Sugar to get how it tastes as flavorful as the other Welch’s juices they know and love.
CTV / OLV
:30s
:15s
:06s
Digital Audio
Zero fun was had on this shoot… jk, jk. It was three days of laughs, creativity and bougie LA treats, in additional to a ton of hard work. (PS — totally get the Erewhon hype now.)
BTS
Agency: Fitzco
Head of Creative: Ryan Boblett
CD: Stephen Lintner
ACD AD: Cat Sheehan
CW/AD: Jacob Saunders / Eva Lineberger
Producers: Brittany Hester / Ana Steiger
Director: Rich Downie
DP: Damian Joaquin Acevedo
Production: Riverside Entertainment (Live Action) MK Films (Tabletop)