Agency: The Bannermen
BURSTINGCORE AND OCCASIONCAFF
Sparkling Ice had rewritten its guidelines for digital creative, bringing product photography and animation forward while cutting copy and buttons back. Eleven versions were needed across seven sizes, spanning both the core bottled range and the Caffeine line. With the copy reduced to one line at a time, the product had to hold the frame on its own, and do it as convincingly at 300x250 as at 300x600.
Each execution was built around a product arrangement rather than a layout that copy then filled. On the core range two bottles slid in and stayed put, three short lines cycling beside them and the logo scaling up on the last to close. The Caffeine set stacked its cans into a single column against colour blocks drawn from the flavours themselves, making the range itself the composition. Ten seconds carried three messages without a frame of it standing still.
Font: Gotham
FLAVOR LAB
The Next Big Flavor Contest asked the public to submit flavour ideas, which handed the campaign a problem its usual advertising did not have, since there was no product to show. A tropical fruit border was built to run around all four edges and hold for the full ten seconds while the copy changed inside it. Because those proportions shift with every size, scaling a single master would have stretched the fruit and closed in on the copy area.
The frame was rebuilt by hand for each size in the original Illustrator artwork, the fruit rearranged to hold a consistent density and leave the centre clear. The missing product became the idea rather than an omission, a bottle appearing with a question mark where the flavour name belongs. Keeping the border static gave the copy a fixed stage to animate against and left room along the base for the contest rules the promotion had to carry.
Font: Gotham
FIND A FLAVOR AND CRANBERRY FROST
Under the guidelines then in force, Sparkling Ice banners were built inside a key-line border with a footer strip carrying the logo and call to action in fixed positions. Find a Flavor works exactly that way, the full range lined up inside the frame with the button docked bottom right. Cranberry Frost was a limited-time seasonal flavour, and that furniture left it no room to read as an occasion rather than a listing.
The frame and footer were dropped for the seasonal set. Released from the border, an illustrated winter scene ran to all four edges, the logo moved up into the top corner and the button came inside the composition beside the copy, so a penguin and a snowbank could occupy the space the footer had been holding. Both approaches shipped in the same quarter, which is what let the departure read as a seasonal decision rather than a break in the system.
Font: Gotham
