When you launch a new drink into a crowded market, the challenge is to find a way to get noticed. Most of the other brands have a similar look and lifestyle message. We created a campaign which would make Poolside stand out with a thoroughly original message and a less-is-more visual identity. Our message hinted at lifestyle, but never showed it. Instead Poolside could associate the brand with observations, jokes, quotes and word play – some clever, some downright outrageous. A strong concept which could only develop further over time…
Poolside hard seltzer is smart fun.
Smart: low in calories and sugar, civilised alcohol content and gluten-free.
Fun: one-of-a-kind taste that is surprisingly refreshing.