Insight: Gen Z is enamored with imperfection. Their love of authenticity allows them to embrace all facets of life- the good, the bad, and the ugly.
The Big Idea: Jones Soda comes in a "color" for every one of life's moments.
THE LINE: Live life in color.
story post manifesto
social media challenge
After the launch of the campaign, participants from all around the world will be encouraged to post a photo (or several photos) of their choosing with the hashtag #lifeincolor. Each photo will represent a moment in time that corresponds to one of life’s “colors” and will include a tag for @jonessodaco.
Jones x Rupi Kaur
Fifteen submissions will be selected to become the cover photographs for a limited edition line of Jones Soda bottles created in collaboration with poet Rupi Kaur*.
Each winning photograph will be paired with an original Kaur poem. These poems will then be featured on the “Life in Color” line of Jones Soda bottles that will be sold online and in stores for a limited time only.
*Rupi Kaur is known for the raw nature of her short and powerful poems. As an “Instapoet”, a woman of color, and a feminist, her voice would effortlessly reach the ears of a younger audience.