In this generation, everything gets turned into a joke, reverting to turning It Into a campus inside joke, and loved brands feel personal. Examples that are mostlikely to occur in general conversation, such as “Saint James carried this meeting”, “Locked in thanks to Saint James”, “If there’s Saint James, something productive is happening.” Once students start repeating phrases, the brand is embedded.

The most effective way I can think of to emerge people into this company and product would be to use the resources around me, such as Local Stores coming from Community & Culture. Position local stores as supporting the neighborhood, a spontaneous grab, part of campus life. Hidden Messaging behind it all “Grab one on the way to class” and or “If you’re near [store name], don’t skip the Saint James fridge.”

I would introduce Saint James as the “Study Drink.” College students live in libraries and dorm lounges. I could show up to study sessions with a cooler labeled: “Free Saint James — Locked In Edition.” Create a running joke on campus like: “If you see Saint James, someone’s about to lock in.”This builds association: productivity, calm energy, focus.