The mission was assigned by Wild Fizz to raise awareness of the advantages of kombucha because we think that's why it's still not widely accepted. The task was to develop a marketing campaign that shows Wild Fizz might be a fun and healthy alternative to drinking. In an effort to appear fun and lively, the brand chose the term "booch" to refer to kombucha. The can's tap design provides a subliminal indication that it might be used in place of alcohol.