Soylent came to Ignited looking for a campaign that would drive topline revenue and generate awareness—quickly. This aggressive goal, combined with Soylent’s extremely driven, time-strapped audience of dreamers, makers and doers, presented us with a unique challenge. Soylent customers recognize the importance of fueling their body for success and yet, their ambitions and busy schedules are often at odds with their nutritional needs. To win them over, our campaign had to be both compelling and catch their attention ASAP.
The Need/Want campaign centers around the insight that in order to get everything done, we must always compromise between what we need and what we want. Time, convenience, nutrition, mood and cravings all play a factor in our decision. But Soylent actually satisfies both our needs and wants with one bottle. This campaign demonstrates that with a series of quick, memorable and relatable moments.