Preview: Soylent 2.0

Designed for time-pressed people too busy to prepare conventional meals, Soylent is food at its most functional. The 2.0 version is a ready-to-drink meal replacement, described by its makers as ‘nutritionally complete’.

Soylent may smack of technological solutionism – applying technological thinking to human issues – by treating food as fuel and people as users, but its latest campaign ad is refreshingly warm and engaging. 

The launch of Soylent 2.0 was accompanied with a promotional video retelling the Robinson Crusoe story for modern times. While technology has the potential to support The Optimised Self, the more challenging the idea the more crucial it becomes to talk to consumers as people.

The Big Picture: Learn more about Soylent 2.0 and how to reframe a challenging proposition with left-field branding.