"DO GOOD FEEL GOOD"

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BRIEF: For a drink launch, capitalize on the trend of positive involvement while celebrating the beverage's unique flavor combinations. "FUEL FOR OPTIMISM," gave way to campaign line, "DOING GOOD FEELS GOOD," which it does. In each print ad, the ingredient pairings team up to enact the change they want to see in the world. 

COPY: LIKE CHERRY AND KUMQUAT DEMONSTRATE AIR LIFTING A HORSE OUT OF HARMS WAY, DOING GOOD FEELS GOOD.

COPY: KIWI and DRAGON FRUIT HELP OLD MAN WILCOX RECREATE HIS DAYS AT SEA. HIS SMILE MEANT IT WAS GOOD. THEIR SMILES MEAN THAT DOING GOOD FEELS GOOD.

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COPY: BY HELPING MONSTER PULL THE SPLINTER OUT OF HIS FOOT, ACAI BERRY AND GRAPE PROVE THAT DOING GOOD FEELS GOOD.