Dribe was facing a problem. The consumers needs had changed, and they hated everything to do with sleezy car salesmen, which is a problem when they see you as a "Pink polished premium Porsche pusher". Everything had to go. A new strategy, visual identity and tone of voice was made.

We needed to dial the messaging all the way up to create provocations on why we should own a car at all. Therefore, our bold new brand voice killed the car salesman copy-style in our quest to kill car waste, replacing it with a cheeky and refreshing tone for the category.