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AHA Sparkling Water Launch

My boss: Hey, would you like to lead IMC/Creative for a new brand that needs to launch in less than six months, not sure what the name of it is, don’t have the product yet, don’t have an agency partner, and it’s a super crowded category so we would be a really late entrant? Me: sure. And so I went on to lead the creative launch of AHA Sparkling Water, the first major new brand launch in 15 years for Coca-Cola North America.