→ StrangeLove

When reading a transcript of a podcast done with the Strangelove’s founder we noticed how iterative the process of creating a particular drink is. 
(It’s here: Link )

They start with an idea, add a bit of something, take something out and after an absurd number of attempts, they land on the finished beverage. 

We think it is wrong to believe that people don’t buy Strangelove because it is expensive. People buy lots of expensive things - it’s not so much about the price, but the way the price is justified. 

Therefore, we see the brand’s challenge as finding a way of illustrating the thought that has gone into Strangelove, as a way of exhibiting its quality and therefore its value. 

Our idea was to sell the failed iterations of Strangelove - the ones that are ‘not quite there yet’ then create a campaign around them, as a uniquely Strangelove way of displaying that ‘it’s not easy to create a masterpiece’.

Take Yuzu version #11. It sucks. After adding lemon to an already sour drink the results were predictably woeful. On the following variants we made some pretty radical adjustments.

We believe that by opening up Strangelove’s process to the world we can illustrate the gruelling level of care and the laborious process that goes into creating their line of beverages.

So for, a limited time, we’re going to sell six packs of selected flavours, showcasing the first attempt through to the final product - with various snapshots across the way. 

A series of outdoor and online ads will follow, fleshing out this story, all with Strangelove’s idiosyncratic blend of humour and humility. 

In doing so, we go beyond just selling drinks - we sell how Strangeloves’ obsession, flops and relentless tinkering proves that masterpieces don’t come easy. It’s a drink for drink’s sake, painstakingly put together by people who care - people who’ll go to the nth degree, all for the perfect first sip.