Please tell me this isn’t just for kids. Zevia, a leading zero sugar, zero calorie beverage company, recently kicked off the integrated spot-market campaign heralding the release of its new product line, Zevia Kidz.
The ‘It’s Everything You Wished For’ campaign was conceived and brought to life by full-service marketing agency Haberman, through digital video, digital banners and rich media, paid social and a national public relations and influencer program.
“Zevia Kidz is a great solution for parents looking for a lightly fizzy drink for their kids that has zero sugar and contains nothing artificial,” said Paddy Spence, CEO, Zevia. “Our campaign is a true testament to that – we show real reactions from kids trying our drinks for the first time, allowing viewers to see that Zevia Kidz is a win-win. This launch extends our commitment to reducing sugar consumption, and we’re thrilled to bring another option to the market.”
“For this exciting addition to the Zevia family of zero sugar beverages, we had the idea to capture kids’ authentic reactions to their first sips of new Zevia Kidz,” said Emalie Wichmann, Creative Director, Haberman. “Their reactions were not only authentic, they were adorable.”
The campaign’s spots were produced by design-driven production company Sarofsky and directed by its principal, Erin Sarofsky. “I was really excited to cast a kid-centric campaign and work directly with the young, on-screen talents,” Erin explained. “What you see are the authentic responses to my interview questions, formulated after tasting and interacting with the product extensively. It was so much fun capturing their interactions with the product. In the studio, we also had a blast adding little bits of illustrated, animated graphics punctuating the best moments.”
These new spots are a bright reflection of Sarofsky’s delight in being part of the Zevia-Haberman love connection. “First, the team at Haberman is fantastic,” Erin added. “From our very first project together, they have been fun, open-minded, passionate about the work and their client, respectful of the process, amazing creative partners, and an absolute joy to be around. We laughed a lot on this project; in my experience, that only happens when clients are highly valued and well cared for.”
Nodding to her campaign editor Tom Pastorelle for his masterful abilities to build compelling sequences of virtually any length, Erin savored these live-action directing opportunities coming her way, which allow her to influence stories throughout production and post.
Director of Marketing: Tom Schafer
Creative Director/Copywriter: Emalie Wichmann
Senior Designer: Aaron DeYoe
Designer: Lindsay Schwartz
Account Director: Amy Keepper
Agency Producer: Tammy Auel
Production/Design Company: Sarofsky
Executive Creative Director/Director: Erin Sarofsky
Executive Producer: Steven Anderson
Creative Lead: Duarte Elvas
Producer: Joel Signer
Director of Photography: Mike Bove
Animators/Designers: Josh Smiertka, Ally Munro, Matt Miltonberger
Editor: Tom Pastorelle
Colorist: Tyler Roth