SOCIETY SELTZER

Scenario
The client was looking to introduce the first cannabis-infused sparkling seltzer in Missouri. All they had was a name: SAP, which stood for “Support a Purpose,” the company’s admirable initiative to give back to local communities. But SAP was also rooted in the name for cannabis concentrates, a thick, sticky substance which is predominantly used by heavy cannabis consumers.

The Practical Approach
The expected path would’ve been to develop a brand around SAP Seltzers. Doing so, however, would bring up the negative stereotypes associated with heavy cannabis consumption. Plus, with a seltzer category that is all about light and refreshing, no one will want something that brings to mind heavy and sticky.

Our Practically Dangerous Solution
Instead, we worked with the client to develop a completely new name, brand and positioning. Our consumer was not looking for the “highest high,” they were looking for something better — a better product, better for you experience, and a better community. We developed a brand intended to carry badge value that would be something they were proud to hold. A brand that didn’t traffic in cannabis category stereotypes. A brand that was infused, inside and out, with a higher purpose.