GCBC's GOT MAJOR FLAVOR CAMPAIGN
The GCE Ad Agency had a goal to drive sales and engagement for Grand Canyon Beverage Company (GCBC), the student-run coffee shop with four locations on campus at Grand Canyon University (GCU).
Partnering with a student graphic designer, I helped craft a campaign to resonate with GCU’s diverse student body during Finals Week.
We introduced “Major Flavor,” a special menu of drinks, each concocted with the unique flavor of the nine different colleges at GCU in mind. The idea was to create drinks that students could not only enjoy but also connect with on a personal level, offering a moment of relief during their rigorous academic pursuits.
The campaign was rolled out using social media carousel posts, digital ads, printed posters and stickers.
Snap Frame Posters
Digital Messaging Board (DMB)
Stickers
The designs are both eye-catching and on-brand for GCBC. Bold serif script typography is used to spell out each drink’s name. Playful icons and imagery accompany the drink visuals, like a calculator for “Board Room Buzz” or a puzzle piece for “Good Mentali-Tea.” Subheaders like “Show Finals Week who’s boss” further told (and sold) each drink’s story.
Result
The impact was evident on Instagram, with the following comments from the student community. @trinjacobs embraced the idea, sharing: “This is such a cute idea 😭💗,” while @tare_bear49 showed interest in another college’s offering: “Even tho’ I’m a STEM major, the College of Education one sounds good 😍”
The campaign also made an impact outside of campus. During the 2024 award season, the American Advertising Federation (AAF) Phoenix honored GCBC’s Major Flavor campaign with a gold medal for the Student Integrated Advertising Campaign.
Credit
Jason Boesel: Project Lead
Sarah Verdugo: Copywriter
Rachel Den Dulk: Graphic Designer
Catalina Eshelman: Project Assistant
Lisa Pham: Project Assistant