The Importance of Purpose in the Balies Brand

Katie: Balies had a really positive ambition to contribute beyond just being a drink that had originally been created for women, but to play a cultural role in championing women. But we started to see that the work really was failing to cut through and the core of the purpose. We could see a potential avenue for salvaging things by actually looking at when work did perform ... leveraging the delicious qualities of the balies liquid itself.