We had to do things differently to the Pepsis and Kendal Jenners of the world. So, we sought inspiration from the places that millennials were - the internet - and stumbled upon the insight that flawless models were no longer being idolized. Instead, the most unlikely characters who were being heroed online. From the legendary 'Watermelon Boy' (https://bit.ly/2Hs7pDs) - to 'Walmart Yodelling Kid', (https://bit.ly/2HsxX7M) the internet had found a new style of role-model - just regular folk, bold enough to be themselves. This inspired us to celebrate people who unashamedly do them and 'Keep Doing You' was born.

We disrupted the convention of soft drink advertising and 'endless summers' and instead, shared stories and successes of people being true to themselves -without caring what the world thought. Our message spread via social influencers and partners who embodied this; developing a brand that effectively engaged and resonated with our audience.

We were the first-ever brand partnership with @BrownCardigan, co-creating four 'Keep Doing You' videos for social. These were organically reposted on Reddit, Imgur, MoistBuddha and more.

Online publication, Junkee, got on board to extend the 'Keep Doing You' web series, where each episode heroed regular Aussies who just 'did themselves'.

With millennial authority, VICE, we documented 'Self Portraits', a series featuring individuals who are unashamedly themselves; like BackPack Kid, the 15yo originator of 'Flossing'. We rocked up to Sugar Mountain, Laneway and Secret Garden music festivals with VICE, touring an interactive and personalised ALT experience; even labelling bottles with people's faces. One of our branded influencers even snuck into the @BoilerRoom livestream, and we made a SnapChat filter, inspired by festival 'shoeys'.

We took over the streets with non-traditional painted murals and posters, brandished with cheeky insights and bold brand assets to reiterate our campaign message.

Since launching, we've encouraged 85% of Non-Alcoholic-Ready-To-Drink (NARTD) drinkers to switch. 15% of ALT's sales has been incremental to NARTD (people are spending more on beverages), while 54%

Of sales came from shoppers new to the non-cola soft drink category. We even outsold Pepsi products at Woolworths, Australia's largest supermarket chain.

Our four videos co-created with @BrownCardigan were viewed 4,457,135 times and clocked 188 minutes of organic view time across Instagram and Facebook, (impressive for 6 second clips). 'Vent Man' excelled with 6.8% engagement rate, achieved video completion rate of 84.3% and was organically reposted to Reddit, Imgur, @shitheadsteve (1.7m followers), @moistbuddha (1m) and @oldppldoingthings (482k).

Our audience loved our long-form VICE content (approximately 3 minutes), with 95% positive sentiment to date. The 'Backpack Kid' episode exceeded VICE benchmarks with 20% of people viewing through to 25% (compared to 10% benchmark), and 11% viewing past 50% (compared to 6% benchmark).