Del Monte aimed to introduce new flavours within its canned juices portfolio, while refreshing the brand's visual presence to feel more vibrant, playful, and contemporary— without losing its quality credentials.

Core Thought:
"THE BETTER CAN"
The idea positioned the product as a simple upgrade— more flavour, more fun, more freshness, packed inside a single can. The campaign leaned into joyful exaggeration and visual delight to make the flavours and sipping a can feel instantly desirable.

Approach:
- The campaign began with AI-led conceptual exploration, helping us quickly visualise flavour worlds, composition, and mood directions for each variant.
- The core idea was to position each new flavour as a bigger, bolder, more immersive experience, along with the models from our ad film.
- The model shoot was directed focusing on expressive, joyful consumption moments that communicate freshness and instant gratification.