Regional advertising inserts in San Francisco area issues of Rolling Stone for Revive Kombucha are printed on LSD blotter paper (LSD not included). The throwback campaign — headlined “Expand Your Tongue’s Mind”— also includes San Francisco wildpostings, especially in the Haight-Ashbury neighborhood identified with the ’60 culture of drugs, sex and rock ‘n roll. This is the initial work by advertising agency TDA_Boulder for their new client as well as Revive’s largest ever campaign, which starts in the Bay Area, its major market, and will extend into Southern California before too long.
Each of the 26,000 blotter paper sheets is perforated into 900 .25″ x .25″ tabs or “hits.” In a retro graphic nod to the tiny, repeated patterns on the old “Summer of Love” sheets, each tiny hit now shows one of Revive Kombucha’s seven varieties. The psychedelic theme ties into San Francisco, of course, but also to the creative brief, which is to spotlight Revive’s unique kombucha flavors which include Original Cola, Ginger Lime, Hibiscus Refresher, Turmeric Ginger Citrus, Yerba Mate Ginger, Mocha Java Coffee and Cucumber Mint Lemon.
The inserts are printed on LSD blotter paper by Zane Kesey, who is the son of author and countercultural figure, Ken Kesey. As in the ’60s and ’70s, they are printed in vegetable ink and edible. At the agency, Jonathan Schoenberg served as the Executive Creative Director, joined by Creative Director Alex Rice, Art Director and Designer Sayako Minami, Brian Mulligan, and Producer Heather Lee.