At the launch phase, two possibilities were explored – position Rebound as a problem-solution brand or a lifestyle brand. Content assets were created in both directions, A/B tested and optimised for specific audience groups. Rebound reminded people of what tomorrow could be like; today, with the campaign “There are many ways to treat a hangover, wise ones choose Rebound.” The lifestyle positioning had the narrative “Party Like An Animal, Wake Up Like A Human”. Our primary medium was social media thumb-stoppers, the message was then extended via influencers, SM activations etc.