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Media Campaign for my Advanced Advertising Media Class. Short description: As the innovator of the energy shot category, 5 Hour Energy was looking to expand its presence among current users and individuals who drink coffee and energy drinks. To accomplish the goal a mix of traditional media was used to generate increased usage, brand loyalty and demand by targeting individuals who are moderate to heavy users of coffee and energy drinks. In addition to delivering 5 Hour Energy’s messages on a national basis, carefully selected DMA’s were used as a complement to drive sales and ensure a strong brand presence among consumers who are likely to use such a product.