Mott's Active Earning parents' trust in a new category.
Mott's Active was an innovation play: a move into the better-for-you kids' sports drink space, built on the parental trust the Mott's brand has earned for generations. Led the creative strategy direction from concept through testing and research and into launch, extending the brand's equity into an entirely new category while signaling "healthier choice" to parents and "fun" to kids. The work spanned branding, product design, packaging, retail, and social.
Role & scope: Creative direction — branding, product design, packaging, retail, social.
Art Direction: Jeff Ferland, Ryan Meigs · Design: Vance Kiviranna, Dave Grasso · Copy: Dave Fletcher