Idiot Juice

Copywriting, product packaging, branding

I loathe bottled water with a fiery hellish passion.

It’s a pointless, stupidly-easy-to-access-for-free product, dependent on sketchy marketing and sheer human laziness to make it off the shop shelf, backed by an industry lead by horrifically evil corporations leaving nothing but destruction, starvation, and poverty in their wake.

Here’s my thesis: anyone who buys bottled water in Melbourne, a city with some of the finest tap water on the planet, is an idiot.

My speculative bottled water brand Idiot Juice aims to be a self-aware, passive-aggressive force for good in the market, by diverting sales away from big-bottled-water while allowing idiots to still get their inexplicable fix of water in a bottle.

Idiot Juice’s integrated launch campaign spans a variety of channels, including out-of-home and print advertising, product packaging, and a brand activation.