As of late, there’s been a race to become the hangover cure. But just like the old wives’ tales and debunked remedies of the past, most products are just a concoction of vitamins—not actual science. The founders of ZBiotics, Ph.D. scientists, were tired of these “solutions.” So they created the world’s first genetically engineered probiotic to help with days after drinking.

Excluding testing the product extensively, we had to figure out a lot: Who ZBiotics wanted to be. What they will be known for. And how they will stand out in a sea of hangover claims. (All with six weeks left until launch.)

We wrote four manifestos to help find the right narrative, persona, and angle.

Ultimately, we landed on the manifesto that positioned ZBiotics as the real scientific breakthrough we’ve all been waiting for. We achieved this by placing ZBiotics in a historical-context to show its impact—while also allowing the brand to flex it’s scholarly side through witty historical references.

With a thesis entitled “Drink Like There’s Tomorrow,’ our fun professor persona was ready to establish ZBiotics as legitimate science, cut through audience skepticism, and still be the life of the party.