SafeSip: Product Concept Development + Campaign

Overview: Developed SafeSip, a safety-focused entrepreneurial product concept—a disposable straw that detects date-rape drugs via a built-in color-change indicator. Co-led creative strategy and campaign development, crafting brand positioning, packaging, and experiential promotions like the “Sip Happens Tour.” Strengthened expertise in brand storytelling, social-impact marketing, and integrated launch strategy while learning to align innovation, empathy, and profitability in consumer product design.

Developed as part of my Marketing for Entrepreneurs course, SafeSip is a disposable straw that detects date-rape drugs through a color-change indicator, designed to enhance drink safety for women. My team and I built the brand from the ground up—defining its positioning, visual identity, and market entry strategy. I co-led campaign strategy and creative direction, focusing on consumer insights, promotional partnerships, and experiential marketing.

Our launch concept, the “Sip Happens Tour,” centered on campus and nightlife activations, influencer collaborations, and an “It’s On Us” partnership to promote awareness and prevention. We also designed packaging, social media campaigns, and retail integration strategies to maximize visibility and adoption.

This project strengthened my skills in entrepreneurial brand building, social-impact marketing, and integrated campaign strategy, showing me how innovation and empathy can coexist within a profitable business model.