Responses by Christian Jacobsen, partner/head of strategy; Celine Faledam and Rachel Guest, senior creatives, Mistress.

Background: Organic juice brand 1915, from Campbell’s fresh division Bolthouse Farms, needed a refreshing point of view in a cluttered market. Instead of joining the wellness craze that was bombarding the brand’s female millennial target, Mistress reframed 1915 as “the cold-pressed juice without the wellness pressure.” The Let’s Dig Deeper campaign encouraged people to dig past clickbait headlines and make up their own minds about wellness.

Reasoning: Realizing that millennial women today cannot go on the Internet without being pressured by a wellness article, self-care tip, or photo of their friend’s matcha bowl, we went against rising wellness pressures to empower everyone to be their own guru when it comes to wellness.

Challenges: There was a fine line between striking a tone of voice that aligned with the brand’s down-to-earth farming heritage, but still empowered people to reclaim wellness.

Favorite details: Being able to offer a new perspective of wellness to women, one that makes you feel good and not guilty about your self, your choices and your lifestyle.

Anything new: Misinformation and social pressures don’t just come from fast food and beauty; they can come from any industry, including wellness. The more we investigated the issue, the more we realized wellness pressure was a real phenomenon.

Visual influences: While competitors captured perfect yoga poses and juice bottles arranged in beautiful fruit compositions, we tapped into the brand’s farming heritage to create an identity that stands out. We wanted to symbolize the down-to-earth visual identity of the brand and made “dirt” front and center. We also chose a pastel color palette that appeals to our millennial audience, stirring away from the “saccharine” or “superficial” feel of other brands that we’re all too familiar with.

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