1915 Organic Print Lets Dig Deeper, 1 by Mistress

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Lets Dig Deeper, 1

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Industry Juice
Media Print, Magazine & Newspaper
Market United States
Agency Mistress
Creative Rachel Guest, Celine Faledam
Released January 2018

Credits & Description

Brand: 1915 Organic Cold Pressed Juice
Agency: Mistress
Strategy Partner: Christian Jacobsen
Strategy Partner: Jens Stoelken
Creative Partner: Damien Ely
Creative: Rachel Guest
Creative: Celine Faledam
Senior Brand Manager: Kylie Wu
Project Manager: Berna Dikicioglu
Designer: Zach Williams
Published: January 2018
Bolthouse Farms’ Organic juice brand 1915 needed a refreshing point of view in a cluttered market. So Mistress tapped into the brand’s farming heritage, introducing a new perspective, one that keeps things down to earth.
Realising that millennial women today cannot go on the internet without being bombarded by a wellness article, influencer self-care tip or photo of their sister-in-law’s matcha bowl, Mistress went straight up against rising wellness pressures. The #LetsDigDeeper campaign empowers everyone to be their own guru when it comes to wellness. As the brand’s competitors are preaching detox cleanses and posting perfectly art directed yoga poses, 1915 reminds its audience that you can still enjoy a cold pressured juice without the wellness pressure. A perfect message for 1915 Organic’s brand values of authenticity and transparency.