"Golden Circle Refreshers" is a unique beverage combining real fruit juice and water, designed to reviatalise the juice category for modern audiences.
To launch the new product in Australia and get people talking about Refreshers’ unique taste, we created brand new words for them... using generative A.I. technology.
Then to get earned media attention during back-to-school season, we used generative A.I. to give a “refresher” to the old “25 words or less” competition. Where we designed futuristic lunchboxes based on children's ideas, brought to life through 3D printing.
"That's Refreshering," became Golden Circle's most successful social campaign ever, reaching millions of people through paid and earned media channels.
Our AI-powered lunchboxes were also a marquee project for TBWA’s global innovation offering, NEXT, working with our teams based in NYC and Amsterdam to bring the concept to life.
A selection of some of the national media coverage.
