Brought to you by Coca-Cola, the Undescribeable Lemonade campaign features witty phrases regarding the all natural juice concoction.
Surprising in more ways than one, the lemonade doesn't actually have a name, choosing to brand itself on an almost anonymous level. Because it focuses on natural and healthy ingredients, the brand has strayed from its brand name, a strategy that will appeal to hipsters and those who enjoy scouring for products that fly under the radar. The second surprise is that this lemonade is actually made with vegetable juices, upping the health-factor and piquing consumer curiosity regarding its mysterious flavor.
Trying to capture the appeal of je ne sais quoi, the Undescribeable Lemonade campaign is discreet about its labels and logos.
Nameless Juice Campaigns
The Undescribeable Lemonade is Made with all Natural Ingredients
Trend Themes
1. Anonymous Branding - Embracing an almost anonymous level of branding can appeal to hipsters and consumers seeking products that fly under the radar, presenting an opportunity for disruptive innovation.
2. Unconventional Ingredients - By using vegetable juices in their lemonade, this campaign taps into the trend of health-conscious consumers, creating an opportunity for disruptive innovation in the beverage industry.
3. Mysterious Flavor - The campaign's emphasis on a mysterious flavor piques consumer curiosity, opening up opportunities for disruptive innovation in the beverage industry.
Industry Implications
1. Food and Beverage - The anonymous branding and unconventional ingredients present opportunities for disruptive innovation in the food and beverage industry.
2. Advertising and Marketing - The Undescribeable Lemonade campaign's focus on anonymity and mystery provides opportunities for disruptive innovation in the advertising and marketing industry.
3. Health and Wellness - The use of vegetable juices and emphasis on healthy ingredients creates opportunities for disruptive innovation in the health and wellness industry.