A refreshing splash.

Known for its deep, crimson colour and delicious hibiscus flavour, Agua de Jamaica is a beloved beverage commonly served at local restaurants, in cups at home, and from food-carts in large, pre-mixed jugs across Latin America.

Tasked with bringing this traditional drink to a younger, sober, consumer base, I proposed a refreshing concept that placed the ownership of this pink-hued drink in the hands of young women a traditionally stodgy and masculine RTD market.

With a strategy that involved creating a strong feminine presence, while working with female influencers, brand ambassadors, content creators, and collaborators to develop the tone and vision, Jamaica No.9 reclaims this classic drink as a distinctly millennial and Gen-Z product; rendering the ordinary, extraordinary.