CREATIVE STRATEGIST
Ninja Home x Secret Lives of Mormon Wives
The Problem
With over 300 new beverage brands launching annually, Ninja Kitchen faced a saturated category built on constant novelty and rapid trend cycles.
For the brand, the challenge wasn’t just awareness—it was making a durable hardware product feel culturally relevant in a space dominated by fleeting drink trends.
Standing out required more than product features; it demanded a way to tap into culture at the speed of conversation.
The Strategy
We identified “dirty soda” as a fast-rising cultural phenomenon—one that was already dominating social feeds but lacked a clear brand owner.
Instead of competing with beverage brands, we inserted Ninja directly into the trend itself.
We partnered with the cast of The Secret Lives of Mormon Wives, whose personas embody playful rebellion and are intrinsically tied to the dirty soda movement.
This collaboration allowed us to blur the line between product and culture—transforming Ninja’s soda maker from a tool into the enabler of the trend.
Custom flavor packs and social-first content brought the experience to life, designed for virality and participation.
By embedding the product within an existing cultural moment, we turned a functional appliance into a conversation driver.
The Creative
Campaign Results
The campaign successfully cut through the noise, fueling +$14.7MM in segment growth and driving a +400% increase in brand mentions.
The collaboration earned media coverage in outlets like Adweek, transforming a kitchen appliance into a must-have item for at-home beverage creation.