Energy Drink

Lets 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 lets 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 its 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.

-Traitswhat 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

Dont envision selves trashing a hotel room, for example though theyd 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. dont need and wont 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

with

the values of this untapped target audience:

Authenticity Unpretentiousness Aesthetic integrity Quirkiness Old school Classiness Shrewdness Intelligence Self-assurance

mood boarding
Ive 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

Classy, not trashy

us vo e hi c is m

educated intelligent colorful premium Dev divers car il-may e e Rough, yet rakish and refined Conversational & sexy Tongue-in-cheek
ny un f

vibrant bold rebellious

Old fashioned charm & sophistication

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

So lets give them a drink that validates that practice, as well as their values.

CAN

Can...
Is ironicthis drink keeps it real. Knows its 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 thats not what its about!
Its ABOUT whats 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 thats a throw-forward
old school for the new school

Its what you do with it that is important to you.

And we know it.
And respect that.

tm

Can what?
Be customized -- drink it in what YOU want it doesnt 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 20something. Rediscover drinking as a ritual. Be about whats on the INSIDE. Substance.

Its 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.

Customizable Individual Aesthetic Quirky Unpretentious Shrewd Self-aware Old-School

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

Self-assured Unpretentious Quirky Authentic

Make it your own.

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.

A throwback
Classy Old school Unpretentiou s 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

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

Ritual Classy Self-assurance Old school Customization Humor Unpretentiousness Drinking Can is naturally classy

Tired of judging energy drinks by their cover? Lets explicitly do the opposite.
Whats true of people, cars, etcis now true of the energy drink its whats on the inside that counts.

Quirky Humor Intelligence Self assurance Authenticity

Copyright Lori White 2008

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