Will cans fly?
art direction, copywriting
Iced Latte Cans. Do we need them? Do consumers want them? Maybe cafes are enough, they’ve got convenience covered with takeaways, coffee for home and some, with a coffee on tap, an ideal grab and go situation.
Enter the ‘Single O Canning Division’, the company’s official arm of Iced Beverages. It’s mission? To uncover one truth. Will cans fly?
This campaign served partially as consumer research, partially as a product launch, playing off 1970s research and science tropes. Each can linked to a landing page to feed back to the Canning Division, Socials showed Vox pop style interviews with consumers and wholesale customers or ‘Distribution Arms’ hosted free can mornings. Clean, ‘lab-like’ product photography and overt salesy copy (ala 1970s advertising) brought the concept to life.