The health elixir you can only pay for via text

/ABOUT dirty lemon




DIRTY LEMON by Iris Nova is a disruptive, health-conscious beverage brand that sells its products exclusively via text message.

The Challenge

The challenge DIRTY LEMON faced was twofold. First, they aimed to educate the public about the drawbacks of traditional high-sugar, high-calorie drinks, a market long dominated by beverage titans like Coca-Cola and PepsiCo. Dirty Lemon sought to pivot consumer habits towards healthier, yet equally satisfying alternatives, navigating the steep challenge of altering ingrained consumption patterns.

Simultaneously, DIRTY LEMON endeavored to amplify its brand visibility and success through a tactical campaign that harnessed the power of social media alongside securing high-profile press coverage. The objective was to transcend their existing audience base, capturing the attention of a broader demographic. This initiative was crucial for DIRTY LEMON, as it was not just about expanding market reach but also about establishing the brand as a significant, innovative player in the highly competitive beverage industry.

The Results

  • Prior to working with Avenue Z, DIRTY LEMON’s awareness was largely limited to social media platforms.
  • Since partnering with us, the company has been profiled in high-profile consumer and tech publications, including People, Forbes, Refinery29, TechCrunch, CNBC, and Cheddar.

Selected Coverage

PR & Communications Case Studies

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