Copywriter, Creative Strategist & Art Direction
Role: Copywriter & Lead Creative
Karma Cola is a competing brand in the soft drinks market. Production began in 2010 using cola nuts sent from a small village in the Gola Rainforest, Sierra Leone. Now it counts the UK as its largest market after New Zealand were it has its headquarters. The world drinks over a million colas a minute but none of the profit goes back to the people who farm the source of its flavour.
The goal of this campaign is to create, develop and execute an advertising campaign whereby Karma Cola’s ethos is applied. Through in-depth market research and current consumer behaviour trends, our journey informs a creative approach and uses the distrust of big cola brands to an advantage. Our campaign aims to disrupt the cola market through a concept based on ‘Truth’ and radical transparency.
Then came Karma Cola...
Distrust of Big conglomerates
Disapproval of artificial additives
Strong Social Media Presence
Make The Cola of choice
With a concept Built on
COPY LEAD CONCEPT
Packvertising communicates brand values from the point of purchase. Integrated into the packaging, the copy is written in folky yet playful tone, informing the consumer about the cola and what makes it so unique. Hinting at how Karma Cola has nothing to hide. This tactile form of advertising heightens the brand experience. Allowing people to interact with the product a new way, fully engaging with the brand's story.
From the cola nut to its glass bottle, Karma Cola is thankful for the components that make it whole. This concept plays a visual homage to the materials that allow it to exist. What more perfect than to hijack day which is based on being thankful. Thanksgiving.
A BRIEF TO THE PUBLIC
This is a creative call to action for the general public, putting the brand into their hands and asking them why Karma Cola tastes better.
A series of three posts, inviting the general public to create content and use the hashtag ‘whywetastebetter’. This will create a harmonious stream of creative material that will be shared on Karma Cola’s social media pages.
Users will be tagged and credited with an ‘@’ tag and featured on the respective Karma Cola social media page dependant on the platform.
Artwork will be created and then seeded on the various social media platforms by the team and Karma Cola to inspire the general public. Using the brand as inspiration to create work. This is done to motivate consumers and give them examples of the innovative way to interpret this creative call to action.