Client: Juicy Fruit & NBA Partnership

Juicy Fruit’s sales were plummeting and relevance with young people was non-existent. To breathe new life, inspired by meme culture, we partnered with the NBA to create a new mascot that would head butt its way online to connect with basketball fans. To do this we subverted the ongoing NBA debate of ‘who is the greatest of all time’ aka the GOAT, and created an indisputable choice: Juicy the Goat.

Awards: Strategy Awards, Effies, ADCC