Crystal Light goes high fashion

The powdered drink maker launches an event to tap into its target demo's passion for purses.

Crystal Light marketing director Kevin Smith says he knows two things for sure about the brand’s target demo of women. One, they love purses, and two, they don’t like to drink plain water.

“We want to make Crystal Light be to water what purses are to fashion,” says Smith. “A fabulous accessory.”

Enter the Crystal Light Designer Purse Challenge, a fashion show held earlier this week where Canadian fashion students were tasked with creating a handbag inspired by the Kraft Canada-owned brand.

At the end of the evening Stacey McKenzie from Bell Media’s Canada’s Next Top Model and fellow judges Liv Judd of Loulou magazine and Dawn Bellini from Hugo Boss chose four finalists and instructed the audience to vote on the company’s Facebook page to help select the winner.

The winning design will be announced Aug. 2.

MiC sat down with Smith to talk about the idea for the night and why it was a good fit for the brand.

Videography by Jennifer Horn.