The Product
Jones+, a new product by Jones Soda Co. Jones+ is an energy soda that tastes like a Jones soda, but contains 160mg of caffeine.
The Problem
How do we position Jones+ as a product that lands between the energy and soda markets? Does the term energy soda resonate? How do we encourage younger generations who might not have heard of Jones Soda Co. to try Jones+?
Research
Campaign Goal
Position Jones+ as an outside-the-box, better-tasting energy drink alternative that fuels the many activities and passions of consumers.
Single Most Persuasive Idea (SMPI)
Craft flavor. Fast Fuel.
We came up with the tagline “Craft Flavor. Fast Fuel.” conducting primary research among soda and energy drinkers.
Social Media
Art Direction and Photography by Susannah Major
