Energy Drink Project

Energy Drink Let’s think about this.

How do we approach the creation and copy writing for this energy drink? The product and its words obviously must go hand in hand.

Like all great things… We start with a question.

What personality would never ever * drink an energy drink as they are branded now? *…at least not openly.

Good for focusing. But let’s return to the hypothetical.

Hypothetical Quote What would this hypothetical person say to their friends if “Energy Drinks” ever came up in conversation?

“Listen, I know it’s basically glorified coffee – only it usually looks like pee or alien tears – so why are they trying to make me think that drinking it is going to somehow turn me into a lightning bolt and/or Carmen Electra? I mean, come on.”

-Traits- what are they, the target consumer, like?

Ages 21-29

Have mostly abandoned the mentality of college frat-party keggers (though vestiges of a wild streak remain) in favor of more of a cocktail nation sensibility; sophistication with a splash of irony

Classy, not trashy values

Don’t envision selves trashing a hotel room, for example… though they’d appreciate that doing so is respectably hard-core

Refined, rakish, devil-may-care, but are well-educated, view selves as kind, pillars of community

Are self-assured to a fault

i.e. don’t need and won’t happily drink something based on the assumption that they are drinking it to change themselves

Appreciate a tongue-in-cheek, rebellious, yet modern take on old-school style

How do we reconcile the values our client wishes to convey:

Sophistication

Vibrancy

Boldness

Premium living

the values

of this

untapped target audience:

Authenticity

Unpretentiousness

Aesthetic integrity

Quirkiness

Old school

Classiness

Shrewdness

Intelligence

Self-assurance

? with

mood boarding

I’ve chosen to use a “mood board”/collage technique as a way to VISUALLY gauge and encapsulate :

a general idea of the color scheme, look & attitude

the vibe & mood of the target consumer

(age, preference, values, etc…)

key design elements

All so that the process of writing is more intuitive and targeted.

Every aspect of the mood board exemplifies the nuances of values to be conveyed in the naming and copy of this drink.

Combine old with the new Tongue-in-cheek Devil-may-care rebellious Classy, not trashy Rough, yet rakish and refined Conversational & sexy intelligent Old fashioned charm & sophistication vibrant premium educated diverse bold colorful funny mischievous

So, how would this type of person, age 21-29, drink an energy drink in their everyday life - as they are branded now???

IRONICALLY

So let’s give them a drink that validates that practice, as well as their values.

CAN

Can ...

Is ironic…this drink keeps it real.

Knows it’s an energy drink and that energy drinks are intrinsically kinda obnoxious.

Is beautifully colored and thoughtfully flavored on the inside

Has interesting, architectural, tongue in cheek packaging on the outside.

Why so simple.. plain, even?

Because that’s not what it’s about!

It’s ABOUT what’s INSIDE.

Is meant to be poured in a glass, customized to your lifestyle.

Is meant to be recycled, to give back to your community.

Is a throwback that’s a “throw-forward”

old school for the new school

… It’s what you do with it that is important to you.

And we know it.

And respect that.

Why?

tm Because you Can.

Can what?

Be customized -- drink it in what YOU want – it doesn’t matter what we want.

Drink it however you like. The more diversity the better.

Be a throwback to a classier time AND reinforce the pros of being fully a 20-something.

Rediscover drinking as a ritual.

Be about what’s on the INSIDE. Substance.

Customizable

Individual

Aesthetic

Quirky

Unpretentious

Shrewd

Self-aware

Old-School

It’s about what YOU put it in, not what we put it in. An “Energy Drink 2.0 – in that the customer/consumer is the one calling the shots. If postured as such – backed with a serious commitment to customer involvement – major buzz could be created from the mere concept.

Self-assured

Unpretentious

Quirky

Authentic

Drink a Can how you like it, when you like it, where you like it, and with those you like.

Quirky

Aesthetic

Unpretentious

Intelligent

Shrewd

Promotion possibility:

contest to design a glass (promoting the customization aspect of Can)

winner gets a SCHOLARSHIP to a design school (parsons, savannah, ?)

Value Education.

Make your Life your own.

You Can .

Make it your own.

Classy

Old school

Unpretentious

Self assured

Online Viral Video Promotion:

series of videos with funny granny giving a series of tips on how to be refined, classy and generally suave – to do with Can and with other obscure manners

A throwback

Ritual

Classy

Self-assurance

Old school

Customization

Humor

Unpretentiousness

Drinking Can is

naturally classy

… even though the ritual of drinking simple cocktails (alcoholic and nonalcoholic) out of glasses has LONG existed…it’s being rediscovered by folks who drink Can. An amazing discovery!

Tired of judging energy drinks by their cover? What’s true of people, cars, etc…is now true of the energy drink – it’s what’s on the inside that counts. Lets explicitly do the opposite.