Zero-calorie alternatives to soda are popular with the fashion-minded, but differentiation is challenging in this competitive category. Crystal Light turned to CNMG in search of a creatively disruptive execution to set their Crystal Light Liquid product apart.

In a twist on digital innovation, Condé Nast launched an interactive experience from custom print creative. Layar technology enabled readers to use their smartphones to scan a black-and-white still life of CNMG-curated, of-the-moment accessories and see them spring to life in color, paired with editorial-style trend tips. Facing brand creative was also rendered in black-and-white to encourage engagement to unlock the colors of various featured flavors. Three passion-point-specific versions were created, and a custom homepage takeover completed the suite of offerings.

CLIENT:

Crystal Light