ZONE B

Somersby - Run Out New Positioning

Trendy Short Video Lab

(CONTEXT)

Relaunch Somersby with a new look and new taste, positioning it as a light, easy-to-drink alcoholic beverage that feels youthful, refreshing, and naturally enjoyable.

Zone B’s challenge is to develop an approach that connects with today’s young audience, helping Somersby stand out in a crowded market and become the top-of-mind choice for relaxed hangouts and joyful moments with friends.

(CONTEXT)

Relaunch Somersby with a new look and new taste, positioning it as a light, easy-to-drink alcoholic beverage that feels youthful, refreshing, and naturally enjoyable.

(INSIGHTS)

Facing a difficult problem doesn’t always have to be stressful. On the contrary, if you approach it like a “game” and enjoy the process, it becomes much easier to overcome.

(INSIGHTS)

Facing a difficult problem doesn’t always have to be stressful. On the contrary, if you approach it like a “game” and enjoy the process, it becomes much easier to overcome.

(OUR IDEA)

A defining trait of Gen Z is their ability to turn life’s tragedies into comedies. Building on that insight and aligning with the brand’s fun and playful direction, the Zone B team came up with the idea of creating a "Vương Quốc Cợt Nhã" ruled by Somersby.

Inside this kingdom live a cast of iconic-looking characters who all share a cheeky vibe think Snow White, Cinderella, Beauty Queen, or K-pop Idol.

The characters in the “Kingdom” take turns appearing, each bringing a reimagined story that’s been twisted to align perfectly with the Somersby product.

(OUR IDEA)

Inside this kingdom live a cast of iconic-looking characters who all share a cheeky vibe think Snow White, Cinderella, Beauty Queen, or K-pop Idol.

The characters in the “Kingdom” take turns appearing, each bringing a reimagined story that’s been twisted to align perfectly with the Somersby product.