American Beverage Association
Helping soda companies talk to teens about balance
Mixify was the first-ever national campaign from the American Beverage Association, bringing Coke, Pepsi, and Dr Pepper together to address balance and moderation with teens and their parents. Our creative approach was to meet young audiences on their own terms—with language, visuals, and a tone that felt authentic rather than preachy. By framing “balance” as a lifestyle choice instead of a restriction, we created a campaign bold enough to unite the biggest players in the category and spark a new kind of conversation about calories, consumption, and choice.
National TV Spots
Meet Mixify: Intro Video
MyMixify.com
Social Media
Online Actor Interview Videos
Banner Ads
Launch
The campaign was launched with a surprise announcement from President Clinton at the highly publicized Clinton Global Initiative. Clinton revealed the beverage industry's partnership with the Alliance for a Healthier Generation and their commitment to fight obesity by cutting 20% of America's calories by 2025.
In conjunction with the campaign launch, full page print ads were run in the New York Times, Washington Post and Wall Street Journal.
Earned media
From the New York Times and the Wall Street Journal to AdAge and Time, news outlets from across the country picked up the story.
