ME is a brand of premium soft drinks, that is constantly looking for new premium products fixing their special brand concept. They asked us to look for a creative concept to encompass all these products and to be developed in an advertising campaign. We came up with the idea of playing with the name in every message, starting with the contradictory message "THIS IS NOT..." and closing with the claim "IT'S ME". Every graphic shows the product's special ingredients and origins (japanese yuzu, mexican lime, indian orange...).