PLEZI
Absurdly Good Platform Launch
THE ASK
How can we help plezi RAISE A HEALTHIER GENERATION OF KIDS?
THE BACKGROUND
Co-founded by Michelle Obama, PLEZi was created to enhance the beverage category which has been plagued with chemicals, dyes, and sugar.
THE PRODUCT
PLEZi offers juice boxes and carbonated soft drinks that have up to 75% less sugar than leading options, giving families delicious options fueled by nutrition.
THE TARGET
Gen Zalpha is unlike any previous generation. They are confident, entrepreneurial, and challenging every unfair assumption hurled at them.
THE INSIGHT
The next generation has the audacity to reconceptualize a world that wasn’t built for them.
THE PLATFORM
ABSURDLY GOOD
THE STRATEGY
Fearlessly disrupt the status quo in a notoriously bad category established by and for older generations.
THE IDEA
Reimagine the world to be as absurdly good as it can be.
THE CAMPAIGN
To get the next generation on board with our mission, we need to convert their parents into believers. We created spots with superstar Kristen Bell that entices millennials, but allows our bold, Zalpha-forward personality to break through.
We helped Steph Curry, a Zalpha favorite, reimagine the world with PLEZi by his side
Simultaneously, we hosted the #PLEZiGames contest on Instagram, challenging Zalphas to post their most absurd skills that help stay active for the chance to win big.