American Beverage Association: Mixify Moms Campaign
When you launch an unprecedented campaign from the beverage industry to talk to teens about balance and moderation, you've got to keep the real decision-maker in the loop: mom. The Mixify moms campaign is all about letting her know that the beverage companies are supporting her efforts to find balance for her family. I wrote and produced the spots as well as the launch print ad and website copy.
Moms TV Spot
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 announcement, full page print ads were also run in the New York Times, Washington Post and Wall Street Journal
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Earned Media Highlights
From the New York Times and the Wall Street Journal to AdAge and Time, news outlets from across the country picked up the story.
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Website Copy
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Banner Ads
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TV Sponsorship
