The M Word
We tried the jerky and all we could describe it as is moist. All of the reviews online: moist. Everyone wants it, but nobody wants to hear it. So what better way to use a word that no one wants to hear then use no words at all. Try Krave for yourself.
Goal:
We set out to make an outrageous campaign to show how great Krave Jerky is, without using the word moist.
Why:
People hate the word moist. They often associate it with nasty things, whereas other words such as...well you could name a few, don’t phase people in the slightest. Krave’s jerky is the most moist jerky there is, which makes it the best, period.
Where:
Print, digital, social (#MoistMovement), Social challenges (i.e. create a new appealing word for moist).