” Project Description:
Healthy lifestyle becomes a trend lately. It’s popular, and it sounds good, but in fact only few people manage to change their life for the better. Many start living healthier life but very soon, unable to control their temptations, fall back to soda and hamburgers! This is the vast majority of people often scorn at those who eat clean!

Talking to a girl living a healthy lifestyle:
Oksana, 25 y.o.
– vigorous
– ambitious
– jogging in the morning
– monthly income exceeds RUR 60,000

— There you are, sitting in the crowd, scared to ask for lemon water when the others drink
cocktails and beer…
You just can hear them saying “Hey, are you showing off? You must have gone nuts with your clean eating! C’mon, have a beer! It won’t hurt you”»
— Are you kidding me?
— No, I’m not! Sometimes it’s scary to be among people not sharing my mindset! At best, they make fun of me!

Task!
Create a product, which will be accepted by the target audience and at the same time will make a statement!
It will imply: «YES! I live a healthy life!
I’m not ashamed! I’m cool, and you’re not!»

Our herbal tea is a manifest of healthy lifestyle!
It states:
STOP EATING JUNK FOOD!
RESPECT YOUR BODY!
WATCH WHAT YOU DRINK!
ENOUGH WITH THE EXCUSES! DRINK HERBS!

We use glass bottles because glass is one of the most ecofriendly materials. Its form is inspired
by a flask. This is an allusion to rebels and roughnecks.

Advertising campaign.
First, we create fake posters of popular drinks, which are bad for your health.
They are overlaid with “DRINK HERBS!” slogan.
It looks like an act of vandalism from aggressive pursuers of clean lifestyle!
A month later, the “damaged” posters are replaced with those advertising our tea.
Ta-Dam! ”