Allswell
A launch campaign for Allswell™ Sparkling Drink — a healthier-for-you sparkling beverage with Vitamin C, Zinc, and honey — anchored by a Key Visual that ran across POSM and ad videos to introduce the brand to younger "fun health seekers."
Allswell™ Sparkling joins a young portfolio that's still building awareness — going up against established carbonated brands with louder shelf presence and bigger budgets. The visibility gap is real, and the new SKU had to earn attention on craft alone.
The work had to do three jobs at once: introduce a new SKU consumers didn't know they wanted, position carbonated as a guilt-free choice (Vitamin C + Zinc, honey-sweetened), and earn enough visual interest at the shelf to win the trial — across shelf talkers, wobblers, block displays, and standees.
Ad video had to compress all three jobs into 6 and 15 second cutdowns built for vertical scrolling — clear brand, clear product, clear reason-to-believe, in a frame the audience watches with the sound off by default.
We anchored the launch on a Key Visual built for shelf attention first — bright, fun, and unmistakably healthier — then extended it across the full POSM toolkit and a pair of ad videos to drive trial. The KV does the brand work; the POSM does the conversion work; the ads do the awareness work.
From the in-store touchpoints to the launch moving image, every surface reinforces the same idea: sparkling that takes care of you, made for people who want their fun and their wellness in the same can.
The framework is built to extend across future flavours and seasonal moments without losing the launch identity — the KV is the framework; the flavour just changes the colour.
The Allswell launch system is built to extend across the rest of the portfolio — Immunity, Frutara, Asian Drinks — applying the same shelf-first, audience-first logic to each line so the brand grows as one coherent family.