Evan Williams Flavors: Bring the Flavor

A packaging refresh and campaign platform designed to make Evan Williams Flavors feel more expressive, socially relevant, and ready for the moments people want to liven up.

CREATIVE STRATEGY | CREATIVE BRIEFING | CAMPAIGN PLATFORM

I helped shape the strategic direction for the Evan Williams Flavors refresh and launch by identifying a tension at the center of the category: people wanted to bring more of themselves into social moments without feeling like they had to choose between fitting in and standing out. I translated that tension into a creative brief and platform that positioned Flavors as a fun, expressive way to show up in any occasion. The result was Bring the Flavor, a campaign built around self-expression, appetite appeal, and a more vibrant role for the brand in culture and commerce.

The Unlock

Flavor was not just functional. It was emotional. The opportunity was to position Evan Williams Flavors as a catalyst for social energy, personal expression, and more memorable moments.

Campaign expression

Manifesto writing, campaign identity, social content, video and display direction, retail support, and a full-funnel ecosystem designed to inspire and convert.