Social media for growing soda brand

Context

Gingeru approached Udefine with a clear challenge: reach people between 18 and 45 who want a healthy alternative to soft drinks. Before working together, Gingeru had little to no online presence or brand awareness.

Problem

Without visibility, Gingeru couldn’t grow beyond a niche audience, let alone get noticed by retailers. The task was to put Gingeru on the map online and, eventually, get the product onto supermarket shelves in the Netherlands.

Role & Approach

Working as the graphic designer alongside a colleague who set the strategy, the strategy was reviewed together before translating it into visuals. Budget didn’t yet allow for a full product photoshoot, so AI-generated imagery was used for the can instead, a practical solution that came with its own creative challenges.

Decisions & Trade-offs

Getting the can to look accurate and consistent across different AI models turned out to be difficult, since the models didn’t always render it the way the real product looked. There were also moments where a trending topic in the news seemed like a good opportunity for a timely post, but some of those were deliberately left unposted, since the risk of the message landing wrong and damaging the brand outweighed the potential reach. Choosing what not to post turned out to be just as important as choosing what to post.

Results

The results speak for themselves: since the social media strategy started, the Instagram following has grown by 900%. Gingeru is now also on the shelves of its first Dutch supermarket, Jumbo.