Brand Strategy & DESIGN
The Ask: How do you prevent a billion-dollar soft drink brand from going flat?
The Reality: People love Sierra Mist but the brand didn’t own the cultural cachet that Sprite and 7up had cultivated for decades. When we dug into who was actually talking about Sierra Mist online, we discovered people already loved the brand for its confidence, curiosity and unexpectedness - it just wasn’t being celebrated yet.
The Work: In an effort to break the category convention of celebrity endorsements, I lead the reinvention of the Sierra Mist brand, including target definition, brand strategy and product reformulation and helped guide the brand identity, packaging design and creative communication. In Fall 2014, Sierra Mist launched it’s new self, by delivering the ‘Make Interesting Happen’ campaign that was as multi-faceted as their target - from public art stunts and regenerative billboards to original film content and digital shorts.