Ad Spec Work
M-School Brand Challenge
Role: Lead Strategist

BETTER IN BED

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BETTER IN BED *

Problem

The ask: using one of the UN’s Sustainable Development Goals (SDGs), create a product/service for your local community.

Go-getters are constantly consuming supplements to stay awake, but nothing to fall asleep.

For college students with unstructured schedules, a nightly routine doesn’t always fit in place. It feels like something you have to do, not something you get to do. On the flip side, waking up is as easy as an iced latte - why can’t falling asleep be this simple?

Insight

Starting a nightly routine feels more like homework than a habit.

Solution

Disguising a tedious bedtime routine in the shape of a science-backed, sleep inducing juice beverage.

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Dr Pepper
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Nintendo