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? ,[object Object]

-Traits- what are they, the target consumer, like? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],? with

mood boarding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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???

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

Can ... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Can what? ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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.

[object Object],[object Object],[object Object],[object Object],Drink a Can how you like it, when you like it, where you like it, and with those you like.

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Make it your own.

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],A throwback

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],… 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. ,[object Object],[object Object],[object Object],[object Object],[object Object]

Energy Drink Project

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Energy Drink Project