Bolthouse Farms’ Organic juice brand 1915 needed a refreshing point of view in a cluttered market. So Mistress tapped into the brand’s farming heritage, introducing a new perspective, one that keeps things down to earth.
Realizing that millennial women today cannot go on the internet without being bombarded by a wellness article, influencer self-care tip or photo of their sister-in-law’s matcha bowl, Mistress went straight up against rising wellness pressures.
The #LetsDigDeeper campaign empowers everyone to be their own guru when it comes to wellness. A perfect message for 1915 Organic’s brand values of authenticity and transparency.
The social and digital campaign launched in January, a month notorious for “New Year, New You” messaging. As the brand’s competitors are preaching detox cleanses and posting perfectly art directed yoga poses, 1915 reminds its audience that you can still enjoy a cold pressured juice without the wellness pressure.