BRAND STORY, CAMPAIGN,
BRAND STRATEGY, STUDIO SERVICES
Bringing authenticity to “Live Out Loud”.
Jaw Drop is among the earliest ready-to-drink beverages in Canada, introduced to market in 2010. After more than a decade in the space, the key messaging and communications strategy became outdated and fell out of line with the brand’s modern values.
GAS was tasked with bringing the new tagline “Live Out Loud” to life and defining it clearly in a way that would resonate with Gen Z and Millennials.
The Challenge
Bring the “Live Out Loud” tagline to life in an authentic way to better reflect the brand’s core values.
What did we do?
We identified existing fans of the brand who also had micro-medium followings on social media and provided them a megaphone through our social channels to showcase their unique talents and highlight what makes them Live Out Loud.
In order for Live Out Loud to be authentic, Jaw Drop had to put its money where its mouth is.
Shining the spotlight on talented creators from all walks of life and supporting them served as a real endorsement from the brand and highlighted the shift in values.
Since the launch of Live Out Loud, Jaw Drop has engaged collaborators that include:
Juno-recognized recording artists (Command Sisters), an internationally acclaimed nail artist (John C. Nguyen), renowned Drag Queen (Kiki Coe), sculpturists, bartenders, dancers, and more.
Another focus of the campaign was to encourage UGC (user-generated content) submissions. Showcasing real fans and promoting their creativity and personalities on our channels continued to build an organic and authentic feeling around Jaw Drop and increased the brands reach with key demographics by leveraging our collaborator’s followings as well.
Results
Within 5 months of the campaign launch, Jaw Drop’s audience saw 10% growth in key Gen Z and Millennial demographics, which now comprises 64% of the brand’s following.