Rascal

One line summed up the ask: people should adore this seltzer. That meant a character at the centre of the brand, a face for a drink promising fun minus the hangover, captured in the tagline #NoRegretsJustStories.

Testing revealed a risk. On its own, the name conjured arrogance and rudeness; one respondent simply said "my ex." The cure was pop culture's beloved troublemakers: Dennis the Menace, Garfield, Kevin McCallister, Johnny Bravo. Mischief, done right, wins hearts.

Liquor shelves are crowded with tigers, monkeys, and birds. Rascal answers with nothing but a grin: bright, cheeky, instantly likeable. He isn't a mascot on the can; he is the can. A partner in crime for whatever the night brings, in three flavours.