Guru developed a multi-tiered messaging and creative campaign targeting both brand loyalists and newcomers. After conducting research to understand and develop a target audience persona, the campaign launched with punchy creative, fun videos, and tactical media placements.
REBBL is introducing itself to a more mainstream market, with products in Target and Kroger, at a time when sales are growing rapidly, and so is the truly functional beverages category. REBBL has the opportunity to gain awareness and presence as the cornerstone of this new category. We want to meet mainstream shoppers where they are – with a focus on taste and new product intrigue – and once we have their attention, bring them deeper into the holistic story of how REBBL sources the transformational power of plants to vitalize our bodies, our communities and our planet.
The “What’s Your Elixir” campaign garnered more than 648m media impressions with 85% of website traffic coming in from new users.