FFS! Why Wait?

AbInBev has a department dedicated to innovative brands called ZX. Within this portfolio, there was a hard seltzer featuring three flavours, made with real fruit juice and low calories. The goal was to introduce this alcoholic beverage to the market and engage with consumers to gather insights on whether it would be a worthwhile investment. This initiative relied heavily on consumer engagement with the brand, product sentiment, audience adoption, and ultimately, retail sales.

I was tasked with developing a brand language and tone of voice, collaborating with the social media strategy and management teams to create A/B tests and gather data insights for audience engagement posts on social channels and in retail. The brand required a distinct identity and monthly content calendars. Additionally, we needed to utilised social media influencers, repurposing their content and visuals to fit our brand narrative.

I began by establishing the brand tone. "FFS! Why Wait?" perfectly aligned with the current market communications, as the beverage was positioned as an anytime time of the week drink, why? wait for the weekend. The cheekiness of the phrase felt appropriate, especially since "FFS" stands for Flying Fish Seltzer, an ideal fit! Next, I developed a visual style, including a colour palette, font styles, and graphic shapes. I then translated this into storyboards for animated videos and social media posts supported by striking visuals.

As the lead creative, I was responsible for concept development, ideation, content calendar design, asset creation, and storyboarding, as well as providing art direction for summer photography.