the brief

Murree Brewery is an FMCG brand with a range of beverage products. For this content calendar, the focus was on building communication around Tops and its place in everyday moments.

The aim was to develop a campaign thought that could give the social content a clear direction, while still leaving enough room to create different pieces of content throughout the calendar.

the insight

Think about a typical breakfast, lunch, or dinner.

There's almost always something on the table to drink. But the table itself is where the real moments happen. People sit together, talk, laugh, catch up and share parts of their day.

So the thought was simple:

What if the product became part of the moments that make the table special?

the big idea

The big idea was to make the everyday moments around the table feel more memorable through the presence of the product.

It wasn't about talking about the beverage in isolation. It was about connecting it to the moments people already enjoy and share.

the creative expression

Flavour every moment.

We took the idea of Flavour beyond the product itself.

A conversation can have Flavour.

A laugh can have Flavour.

A shared meal can have Flavour.

Even an ordinary moment can have a little more of it.

That became the creative expression that tied the content calendar together.

what i worked on

I was involved from the early creative thinking through to the final content. I contributed to the insight, big idea, and creative expression, then developed the full content calendar around it.

I worked on the copy, developed the individual content ideas, pulled together visual references, and worked closely with the designer to bring the posts to life.

The calendar was built as a series of social posts, with the same creative thought running through the content while giving each post its own moment.

the content

The challenge was to make "Flavour every moment" work beyond one or two posts. So the calendar explored different everyday situations and moments, finding ways to bring the idea into the feed without making every post feel like a repetition of the same execution.