Nowadays, you can be young at any age, as long as you still feel like putting on a pair of flippers, dyeing your hair green, or leaving the house in a pink hat. But the older we get, the more often people ask: "Why are you like this?" And what was a simple desire yesterday suddenly has to be explained.
Problem
The low-alcohol cocktail market is growing rapidly, and every brand is looking for a new way to claim its place in consumers' hearts: some bet on unusual flavors, some on functional ingredients, some on familiar drinking occasions. Bobruisk Brovar was looking for a way to give people an emotion they were missing — and found it in the freedom to choose what you like, without regard for age or anyone else's expectations.
Solution
The project is built on a simple insight: a mood requires no explanation. It doesn't check your passport or ask how old you are. That's why J.Hardy Mood, a cocktail brand from the Belarusian brewing company Bobruisk Brovar, was created for everyone who simply wants to follow their mood. And when there are too many of those "why?"s, they can all be answered in one word: "that’s the MOOD" ("потоMOOD")! It turns the familiar Russian "потому что" ("that’s why") into an answer that needs no excuses: because I feel like it, because I like it, because that's my mood. Because that’s the MOOD.
Results
While the world demands justifications, J.Hardy Mood stays close by people with a simple reminder: a mood needs no explanations — only " that’s the MOOD "!
