Empowering Global Collaboration
Mackiss, a barley-based mixer to combine with juices, soft drinks and other beverages for a cocktail, was looking for a fresh new way to boost its sales and awareness. After an insight study, the agency proposed to completely re-target the demographic from ages 40-plus to prospects in their 20s and early 30s. This required an entirely new brand appeal and resulted in a message wrapped around a “Feel Free Fun” concept. World famous graffiti artist JonOne was invited to design a colorful special edition product package, which was communicated through a vibrant hip-hop and electronic-fused campaign.