Build a media plan designed to yield long-term results, placing focus on channels, targeting and metrics that setup FLD to be in consumers’ consideration set for years to come. Prioritize story-telling; utilize longer-form assets to allow the brand to differentiate itself from the bevy of seemingly interchangeable beverages in the RTD category. Transform the brand’s approach to measurement and campaign success; assign each tactic a specific metric that illustrates the specific business impact it creates.