• by Fern Siegel , Yesterday

Soda brand Zevia launched its “Real Talk Interpreter” campaign starring Grammy-winning rapper Cardi B.

The creative by De-Yan runs across national streaming TV, video, social media and retail, here and here. Code3 handled paid media.

The work is the brand and singer’s first campaign together, which relies on Cardi’s humor and honesty.

Jason Kreher, De-Yan CCO, told Agency Daily: “Cardi is famously as real and unfiltered as it gets, so our No.1 goal on set was to give her plenty of room to be herself. I’ve never been so happy to throw away scripted dialogue in favor of the gold that she just naturally spins when saying what she really thinks. 

“And a hat tip to Zevia. They were smart enough to pick Cardi and let her do her thing, even when it gets a little too real for the network censors.”

The campaign features Zevia’s orange creamsicle and creamy root beer, while highlighting summer flavors fruit punch and strawberry lemon burst. The tag: “Refreshingly Real.”

In addition, fans can submit their most awkward or confusing real-life exchanges on Instagram and TikTok for a chance to have Cardi interpret their text/emails/DMs on her and Zevia's social channels. They can also enter a sweepstakes for autographed Cardi B merch and free Zevia at zevia.com/real or scan in-store QR codes.

De-Yan’s client work includes FIFA’s World Cup Halftime Show, Louis Vuitton, La Mer and Riot Games.