About Us

We’re Applejuice. We help brands see the bigger thing they could become, then build the strategy to make it real.

We call our way of working Punk Planning. It starts with a simple belief: strategy is a creative discipline. So we challenge the brief behind the brief, get out into culture, use our imaginations, and make strategies that give people something clear to do next.

Applejuice is Paulo and Kenna. We’ve been working together for nearly a decade, with past lives at 72&Sunny, Saatchi & Saatchi, and Y&R.

We’re curious, restless, playful, and usually looking where nobody else is. We’ll bring unfinished thinking into the room, push when things feel too safe, and tell you what we actually think. Every marketing team needs a punk in the room.

Client Record

Some clients are global giants. Some are rising challengers. Some are agencies or founders with a knotty problem and no patience for the obvious answer.

They call us when the current version of the brand feels too small, too safe, or too stuck. We help them find the bigger opportunity and give the team a direction it can actually move toward.

The job might be cultural research, audience work, brand or creative strategy, a social playbook, future mapping, an innovation workshop, a creative platform, or a one-off provocation. Different output, same goal: reveal what the brand could become and build the plan to get there.

We’re especially at home with youth-driven brands, tech, and “vice categories” like alcohol, cannabis, nicotine, and betting.

Agencies also bring us in as the black ops of strategy on pitches, named or white label. In 2025, we helped win four major pitches worth more than $24M in agency fees.

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What we’ve been up to since 2025

Juicebox
︎Night Job Comedy
︎Flashback
︎Trumple

Ontario Lottery
︎Audience Research
︎Territory Development

Rogue Nicotine
︎Brand Strategy
︎Social Strategy
︎Audience Segmentation
︎2027 Tactical Planning

Super Studios
︎Name Development
︎Brand Strategy
︎Social Strategy
︎Creative Campaign

Bingo Blitz
︎Creative Strategy

SueroX
︎Go-to-Market Strategy
︎Brand Strategy
︎Creative Strategy
︎Concept Development

Visible
︎Brand Strategy
︎Creative Strategy
︎Social Strategy

Samsung
︎Brand Strategy

Emperador
︎Gen-Z Ethnography
︎Brand Strategy

NFL (Pitch)
︎Hispanic Playbook

Ruffles
︎Creative Strategy
︎Creative Concept

Chokis
︎Brand Strategy
︎Creative Strategy
︎Creative Campaign

Kona Beer
︎Creative Strategy

Toblerone
︎Creative Strategy

Lay’s
︎Purpose Strategy