Soculent
Launch Campaign
best campaign at SOBI 2026 // advertising // art direction
As an Art Director, I positioned Soculent as a brand that stands at the intersection of an emerging, internationally-connected youth and a youth that is still connected to the habits and traditions of their own country. Soculent, as a product that is rooted in a grandma’s brew and is now sold in hipster cafes, is proud to bridge that gap and claim that it is even cooler that we get to do both things as a generation.
The direction for this campaign is rooted in visuals that blend both worlds and in copywriting that is funny, witty and self-aware. For example, “Soculent is like a detox with grandma’s pickles”.
The direction for this campaign is rooted in visuals that blend both worlds and in copywriting that is funny, witty and self-aware. For example, “Soculent is like a detox with grandma’s pickles”.
As part of the campaign, I came up with a challenge that offers summer prizes. I created Whatsapp stickers that anyone could download and if consumers create their own, the best of them win. The stickers feature the same tone of voice while including the brand.
The Secondary Key Visuals are meant to embody that day-to-day atmopshere.
Another step of the campaign was giving free samples on the road during the busiest day of the year when people go on holiday: 1st of May.
Overall the campaign doesn’t take away Soculent’s identity, but adds to it strenghtening its positioning in a cultural way, as well. This is shown in the logo rebrand with the campaign’s tagline: “Pe gustul nostru” (For our taste).
