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#Pure Redemption

Challenge

Crystal Light Pure has been having a hard time reaching Millennial women due to the fact that many of them see Crystal Light as an outdated product more closely associated with their mother's generations. They have a limited budget to work with. 

Target

Millennial women who are looking for healthier beverage options and trying to avoid sugary drinks. 

Big Idea

No matter how many (slightly) bad decisions you make, Crystal Light Pure is always a good one. Redeem yourself.