Canada Dry, Lemon Lime Club Soda
Although Canada Dry is famous for their Ginger Ale, they also have a strong following of Club Soda lovers. In an effort to focus on a health minded consumer and expand the Club Soda franchise, they launched their new Lemon-Lime flavour innovation in 2015. But in a crowded carbonated beverage category, Canada Dry needed a simple yet powerful message to draw immediate attention to the new product and announce the arrival of a great new flavour profile to a tried and true Canada Dry product.
Given the nature of the Lemon-Lime innovation, and the ideal health conscious consumer who would consider the product, we had some very apparent assets to leverage. We looked at what made this new product truly different, and developed an integrated campaign that was visually compelling and invited consumers to take notice of a new refreshing taste in a carbonated beverage that fit their lifestyles.