Avery’s Soda • One Show Shortlist

It started with an insight: Being in-the-know about a small batch soda is kind of like speaking a secret dialect. We combined silly non sequiturs with original characters from London-based illustrator Ashely Percival. The silliness was designed to break through the clutter, and it did. It helped Avery’s compete with powerhouse regional players like Spindrift and Harmony Springs, gaining expanded distribution beyond New England in the process. Helping a small bottler was as gratifying as earning One Show recognition. Almost.