Living Things

A soda challenger’s first major campaign

People love a fizzy drink. Less so the sugar and chemicals. Cue Living Things. They already had a great name and strong packaging, but needed our help developing a brand world with impact.

The Brief

Lovers were enlisted to develop a first-ever above the line campaign for Living Things, from strategy to concept and execution. Underpinning this we built a brand platform and marketing platform to help teams get clearer and more creative day-to-day.

Finding Fun In Function

soda is joy

The Living Things team were adamant: functional soda was becoming a battle over who has how many milligrams of fibre per can, and they didn’t want to play that game. Nor did they want to become a health brand. They felt strongly that first and foremost, soda is joy.

the big idea

While most ‘better for you’ and ‘gut friendly’ brands focus on invisible biological benefits, we got interested in the other side of that interior world we all have. The you inside you. Embracing that delightfully ambiguous word ‘things’ in the name, the ‘inner thing’ was born.

There’s A You Inside You

venturing within

The campaign calls to a version of you residing somewhere within. Buried away, left dormant or forgotten, but ready to bubble back up. The deliberate ambiguity creates a mischievous ice-breaker. An fun way to signal the drink’s deep reach and the brand’s readiness to play.