Ripe Craft Cocktail Juice Mixers, originally a local business in Connecticut, has evolved into a leading premium cocktail mixing brand in the United States. With widespread availability in households, high-end bars, and restaurants nationwide, Ripe Craft Cocktail Mixes has become a staple in the industry. In 2018, the client sought a creative concept to elevate their brand presence in the national marketplace. We developed a concept called "The Ripe Mix," a clever wordplay on "The Right Mix." This concept involved creating a series of short how-to recipe vignettes that showcased Ripe's juice mixers as the key ingredient for both alcoholic and non-alcoholic cocktails. By emphasizing the versatility and quality of Ripe's products, the campaign effectively positioned the brand as the go-to choice for crafting delicious and innovative cocktails.
