Karma Cola Good Drinks for Bad People
Challenger soft drink brand Karma Cola sells Fairtrade and organic fizzy drinks while helping farmers in Sierra Leone. Ditching the tropes of purpose-driven advertising, we created comic strip-style posters featuring a character called Lesley. Illustrated by Blinkink’s James Papper, Lesley represents adults who have good intentions but fall short when life gets in the way. Ads show Lesley failing to go on a morning run, farting during yoga, complaining of gentrification while visiting Shoreditch House, and taking a long-haul flight to protest climate change.
- Brand awareness saw a 130% uplift
- Consideration for the drink tripled
- Sainsbury’s distribution secured nationwide