CONTEXT

The seltzer category is yet to be discovered in Europe, no major brands have launched a product, it is only a niche.

Wet is brand new, developed from scratch.  Our agency developed the name (to be read: Wet Peach, Wet Mango, Wet Minty Lime, Wet Grapefruit). The strategy was to develop a brand and a slogan with traction, that would shape the attitude of the entire communication, a name similar to the product and to its target – uninhibited.

IDEA

Wet is better.

No one wants to be left high and dry when there’s fun involved. It’s not just the alcohol, but everything Wet is wittier, less boring, it refreshes you both literally and figuratively.

Plus, dry is the norm. Wet can still surprise you.