68 Degree Chicken | New Product Launches
Calobye Drink Campaign Launch
Tools Used: Canva, Adobe Photoshop
A social media campaign designed to launch Calobye Sparkling Protein Drinks through a series of teaser, reveal, and product-focused visuals. The campaign builds anticipation before the launch and highlights the drink’s key benefits: high protein and low calories, positioning it as a healthier alternative to regular soda.
Calobye Pre-Launch Posts & Story
For this launch campaign, I created teaser visuals that subtly reference the form of the drink cans while concealing the full product. Glowing highlights were used to hint at the upcoming flavours and build curiosity.
On Instagram Stories, the product appears blurred in the background, allowing viewers to recognize the silhouette of the Calobye cans while maintaining the mystery of the new launch.
Calobye Launch Posts
Calobye Post-Launch Posts
I also designed the “COMING SOON” launch post, which reveals the product alongside a countdown timer leading up to its official release. The visual introduces the cans for the first time while maintaining a sense of anticipation.
An accompanying Instagram Story was created to encourage interaction, allowing viewers to express their excitement for the upcoming launch. This interactive element helps build engagement and heightens anticipation for the release of the new beverage.
The first launch post is published at the exact moment the product officially goes live, revealing the Calobye Sparkling Drinks to the audience.
To maintain momentum and keep the launch visible in the audience’s feed, two follow-up posts are released the following day, each highlighting a different flavour and reinforcing the key product benefits.
A series of post-launch posts were designed to continue promoting the Calobye drinks by spotlighting their key nutritional benefits, particularly the protein content and calorie count.
With fitness enthusiasts and health-conscious individuals as the primary target audience, these visuals highlight the drink’s functional value (85 Calories / 18G Protein), helping viewers quickly see how the beverage can fit into their workout recovery and daily nutrition tracking.
Chicken New Flavour Campaign Launch
New Flavour Pre-Launch & Launch Posts
For the launch of two new flavours: Hot Honey and Louisiana Cajun, I was briefed to create a teaser visual ahead of the official release.
I designed a blurred “COMING SOON” visual that subtly hints at the new flavours while intentionally concealing the product. By revealing just enough information, the teaser was crafted to spark curiosity and build anticipation leading up to the launch.
The launch visuals follow the same design template used in previous product launches, ensuring visual consistency across the brand’s campaigns. This approach helps maintain a recognizable launch format while reinforcing the brand’s identity whenever new products are introduced.
New Flavour Post-Launch Posts
For the post-launch phase, I designed two flavour profile posts highlighting the key ingredients of each variant. These visuals help viewers better imagine the taste and character of the flavours, supported by short descriptions that introduce the flavour experience.
The flavour posts are followed by a Macros (Per 100g) visual, which highlights the key nutritional information such as protein, fats, and calories for each flavour. This allows viewers to quickly understand the product’s nutritional value while considering the new flavours.
Two additional flavour-focused visuals were developed to support the post-launch campaign, with a stronger emphasis on communicating the distinct character of each flavour through colour and visual elements.
For Hot Honey, a vibrant yellow palette was used to evoke warmth and sweetness, complemented by flowing honey and scattered chilli flakes to visually represent the balance between sweetness and heat.
For Louisiana Cajun, the design shifts to a bold red colour scheme to reflect the flavour’s intensity. Flame and smoke elements were incorporated to reinforce the spicy, smoky profile commonly associated with Cajun seasoning.
Tools Used: Canva, Adobe Photoshop
A social media launch campaign designed to introduce the new Hot Honey and Louisiana Cajun flavours. The campaign moves from teaser to reveal, followed by flavour-focused and nutritional posts that help audiences understand the taste profile and functional benefits of each product.