For this project, my class was tasked to create an advertising campaign for a grocery or convenience store product that is not generally consumed by our generation. Wanting to challenge ourselves, my team and I decided to tackle a product that is generally perceived as an "old person" product: prune juice.

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As the leading brand in the plums, prunes, and prune juice concentrate market, Sunsweet products are often seen as healthy, wholesome, will-make-you-go-to-the-bathroom products. However, their current advertising is not as attractive to younger generations as they are to older generations.

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After completing some primary research, my team and I wanted to make prune juice a more attractive and relatable juice for Gen Z'ers by marketing it as the perfect cocktail mixer.  Our goal: to have people "Take A Chance" on this "underdog" juice.