Pure Leaf Lower Sugar 360 Campaign

Pure Leaf's core SKUs were made up primarily of sweetened flavors highlighting a gap in the portfolio. In April 2022 we launched Lower Sugar, a big-bet innovation to address the growing consumer need of wanting to reduce sugar intake without sacrificing great taste. The creative needed to adhere to the master brand look & feel, but still stand-out from the rest of the portfolio. Below is a visual walk-through of how we tackled each touchpoint of the campaign. Role: Packaging Design & Production, Key Visual Exploration & Photo Shoot Creative Lead, Retail Ideation, Art Director of TVC, Storyboarding Sequence/Set/Prop Guidance, OOH Adaptation, TikTok Art Direction, Mailer Design, Creative Director of Pop-Up

Packaging Exploration