In my Writing and Design class, my campaign team and I were given the task of rebranding the meal replacement drink, Soylent, to a new target audience. Soylent is a meal replacement beverage that provides 26 essential vitamins and minerals without the stress or time it takes to cook and eat. We found that the product would align best with 18-24 year old students who are dedicated and involved, and are often too busy to eat good, nutritious food. Whether they are going to class or going to work, our target audience is constantly on the go.

Our campaign relies heavily on user-generated content. These are who we call “the authors.” Our “authors” are motivated, independent young people seeking to make a difference and write their own story. They’re ready to take matters into their own hands and go the extra mile to be the best that they can be. This is where our tagline comes into play: fill in your blank. Our authors aren’t all the same, so the reason why they drink soylent isn’t the same either. We want the authors to fill in their own blank with what they can do with soylent.

See what my copywriter and I did below: 

New logo option.

New logo option.

Print ad option. The idea is that our “authors” have filled in their blanks with what soylent allows them to accomplish. This ad could be duplicated with different activities in each blank to demonstrate the wide variety of things possible with soylent.

Print ad option. The idea is that our “authors” have filled in their blanks with what soylent allows them to accomplish. This ad could be duplicated with different activities in each blank to demonstrate the wide variety of things possible with soylent.

Out-of-home ad option, screen one. The idea is that our “authors” are allowed to write on the ad, literally filling in the blank of “with soylent, I can.”

Out-of-home ad option, screen one. The idea is that our “authors” are allowed to write on the ad, literally filling in the blank of “with soylent, I can.”

Screen two. As new people write, the old words will float in the background, sparking curiosity and inspiration for other pedestrians. It is a quick and interactive way to engage new consumers to see what they can do with soylent.

Screen two. As new people write, the old words will float in the background, sparking curiosity and inspiration for other pedestrians. It is a quick and interactive way to engage new consumers to see what they can do with soylent.

TV ad. The concept of this is to take the pictures we receive from consumers, specifically on Instagram, and they could be chosen to be featured in the ad. We’d be able to run several of them featuring different pictures and videos from consumers. The video showcases all of the things you can do with Soylent, instead of worrying about groceries or cooking.