I would begin by introducing the brand through creative Reels that embed the logo and associated lifestyle into viewers’ minds. Featuring everyday people is a strong and affordable way to build traction, and I would lean into this by going into the city, asking people to try the drink, and interviewing them about their lifestyles. Once a foundational following is established, I would invest in a micro-influencer–led brand campaign or photoshoot. This would likely be the first major budget allocation, estimated at $10,000–$12,000. If that campaign performs well, I would follow it with a second influencer activation in the $15,000–$18,000 range, working with a creator who has a larger, more established audience. Because the budget is limited, it is difficult to guarantee outcomes. Many influencers command high rates due to the volume of partnership opportunities available to them, which makes cost-effective influencer marketing one of the primary challenges in this strategy.

I would prioritize short-form Reels, especially looping videos, since they tend to drive higher view counts. I would feature everyday people using the product on Instagram and tap into popular trends, sounds, and music. I truly believe that working with the algorithm—while staying highly responsive to views and comments—is what can elevate a new brand to the next level.

Gorgie has a very cohesive marketing strategy aimed at active young adults. Their Instagram reflects this clearly, with distinct themes used during different periods of time. While I like the consistency of their visual identity, many of the women and influencers promoting the drink—such as Alix Earle—share a very similar social and physical identity. This lack of diversity can make the brand feel less accessible, as many of the faces representing it look the same. Unwell, on the other hand, takes a more authentic approach and appears to target both men and women. The brand focuses heavily on partnering with “it” influencers, and while their Instagram lacks strong visual cohesion, this randomness aligns well with the brand name Unwell. I think leaning even further into the concept behind their name and exploring it more intentionally as a marketing strategy could be very successful. Bloom executes the clean-girl aesthetic extremely well, which is highly on-trend. Unlike the other brands, Bloom partners with athletes to promote their products, suggesting an effort to reach a broader audience. Their feed is colorful, and each product launch introduces a new color palette that aligns with the campaign. However, I think Bloom could benefit from more creative graphics, as their product mockups don’t stand out as much compared to competitors.