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How do we approach the creation and copy writing for this energy drink?
The product and its words obviously must go hand in hand.
What personality would never ever* drink an energy drink as they are branded now?
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.
with
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)
Every aspect of the mood board exemplifies the nuances of values to be conveyed in the naming and copy of this drink.
educated intelligent colorful premium Dev divers car il-may e e Rough, yet rakish and refined Conversational & sexy Tongue-in-cheek
ny un f
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
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.
Drink a Can how you like it, when you like it, where you like it, and with those you like.
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
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.