**STUDENT WORK**

BRIEF: Cheerwine is a southeastern delicacy (if you get the opportunity to try a Cheerwine float, don't ask any questions and just do it.) How do we roll the product out nationally while keeping true to the essence and origin?

INSIGHT: Cheerwine is much sweeter than other sodas. People from the south are sweeter than people from the north. Coincidence?
Probably yes, but so what.

CONCEPT: Cheerwine is soda as sweet as the South.