What makes food & drink brands tasty?

It really is that simple. Joy comes in millions of different flavours, so it doesn’t have to just mean whacky, happy, clappy for your brand. Joy can be comfort, indulgence, nostalgia, adventure, you name it.

Flukes is an old school but modern games hall that plies you with comfort food and cocktails. The best way to experience it is to book it in a big group for some special occasion. “Everyone gets lucky at Flukes”. Chaos and chance are the backdrop.

If your food is unique it should come with its own language. In the case of My/Mochi we referred to the product as ‘mouthboggling’ because the experience of eating it flips everything you thought you knew about ice cream. You have to chew for a start.

So “Melt Your Mouth’s Mind” became the big idea for their biggest ad campaign to-date. The whole point was to make it clear this thing has to be tried to be believed. It worked. Their sales shot up by 180%.

Why shouldn’t functional soda be fun? Living Things contains 2 billion cultures per can. It’s high in fibre and low in sugar. Does it say that on the billboards? Nope.

The Living Things team realise that soda is first and foremost a pleasure, not a medicine. And if they went around just listing out the benefits and contents, what kind of a distinctive, emotive brand world would that enable them to build around their business? "Refresh Your Inner Thing”.