Bon & Viv Spiked Seltzer needed a reboot. After inventing the category of hard seltzers, they were eclipsed by a flood of copycat brands that hijacked their look, feel, sound, and even their product.

Consumers were flocking to hard seltzers because they were seeking balance. In life, the wanted to work hard and play hard. In a beverage, they wanted something both light and alcoholic.

We embraced where the consumer was headed with a “two-sided” brand identity and voice, making a personality-filled debut on the world’s biggest stage: the Super Bowl.