We realized that young people are constantly inventing new words. On the other hand we could hardly find an adjective to describe our product, which is a mixture of two: water and juice. So we decided to imitate the youth and create a new word born of two others to describe our product. We created LIGHTSISTIBLE, the union of the light water and irresistible fruit juice.

This was just the beginning of many other new words that we invented to communicate with our new audience through our fan pages. A new language that brought us closer to them and with which they themselves would communicate soon.

We decided to go for the very personal and unmistakable style of one of the most recognized illustrators of Barcelona, Maria Diamantes. Her style is fresh with simple lines and little artifice. Her characters have distinctive features, they are odd but adorable, and do not leave cold.

We chose a modern colour palette, from the requirement of consumer and close to the most typical social networks like Pinterest or Instagram visual.

The chosen typeface was Overspray (between Stencil and Destroyed). We knew that with such risky illustrations we could not be very simple in typography, so we also decided to risk. Even though readability is not complete, but requires some attention to keep it.

In a first phase the posts were only static. In a second phase the style would remain but turning to more dynamic formats such as videos, cinemagraphs or gifs ...

We reached the 76% of our target goal, something impossible to assume just with TV due to the age of our target. Both the vision and the public related to the brand rejuvenated, one of the main objectives of the briefing. The consumer received a content with which he entertained, shared and even just became part of it contributing with his own ideas. We achieved the triple interactions than before the campaign. The new language soon was adopted by the younger society becoming part of their daily lives. And finally product sales grew exponentially as the campaign advanced.