We wanted to push the boundaries of typical launch tactics and instead devise a holistic Masterbrand position that both brand and SKUs could hark back to. How? By using the competitor’s brand heritages against them. We didn’t see their histories as heritage, we saw it as baggage. XIXO produce cleaner, fresher drinks, with no aspartame and with fully recyclable cans, because they’re a modern drinks company not a dinosaur legacy business. XIXO gives consumers what they really want from their colas, orange sodas and ice teas, because we can - where others just can’t.