For CPK’s 40th anniversary, we embraced a midlife crisis—launching a fake brand to shake things up. This wasn’t just a stunt; we went all-in with social, OOH, streaming, influencer collaborations, a revamped CPK.com, and even a Shopify merch store (which, yes, sold out).

A disruptive campaign that took brand reinvention to the extreme—before snapping back to reality.

In a world where brands chase youth and relevancy, we leaned into that tension, going "delusional" with a chaotic rebrand that dramatised the marketing panic at milestone birthdays. With the help of former CPK hostess, Busy Philipps, we snapped back to reality—because CPK’s "40 and fine with it."