Created a digital and pop-up campaign for Ginseng. “Awfully Good for You” to introduce the benefits of ginseng to Western audiences, transforming a familiar ingredient in the East—where ginseng has long been enjoyed as a traditional root drink—into a fresh, culturally relevant proposition for a new market. Built around the insight that it tastes awful, but it’s very good for you, the campaign turned ginseng’s challenging taste into its most memorable selling point, while highlighting its long-standing associations with energy, vitality and potential benefits around fatigue and cognitive function.
