Cultural Tension
Juice had lost relevance. Sugar fatigue. Category decline. Noone cared and noone was coming to save its sorry, sweet behind.
Brand Truth
Refreshers is simply juice + water. Lighter, cooler, more modern.
The Idea
Create new words for a new taste using Generative AI.
Then refresh the classic “25 Words or Less” comp by turning one kid’s idea into a real lunchbox via AI.
Why It Matters
Golden Circle’s most successful social campaign ever.
Earned + paid reach in the millions.
A declining category found a new language.
Agency: TBWA Sydney
Client: Kraft Heinz
A selection of some of the national media coverage.
