Brand situation:

The brand is launching in a very oversaturated market, making it challenging for The JRNY to stand out and get shelf space opportunities.

Our task:

Our goal is to inspire people to be willing to try The JRNY, driving first-time purchases for The JRNY through a brand launch campaign. 

How I solved the task:

I positioned The JRNY as a celebratory drink tailored to young millennials navigating the "quarter-life crisis." I emphasized the brand’s unique smooth and rich flavor as perfect for celebrating life’s challenges and victories. By subtly incorporating the founders’ inspiring story, I crafted a launch campaign that connected emotionally with the audience while focusing on their personal journeys.