Background
Adrenaline Rush is the ultimate market leader in energy drinks category in Russia, but challenged by competition, losing share.
IN CONSUMERS’ LANGUAGE: “Adrenaline Rush is not my only choice anymore. There are a lot of new cool energy drinks now. Adrenaline is just one of the more expensive ones.”
Challenge
How to find the distinctive way to talk to our consumer in relevant language to bring brand purpose to life
Brand purpose: Adrenaline Rush exists to transform your aspirations into action
Yes! I need it all
Stories that celebrate people denying the conventions imposed by their internal limits or the society, inspiring people to unlock their confidence ad do more, then they think they can do.
Test Results:
Creative Sales Impact: 97
Creative Brand Impact:93
Campaign results:
First time Adrenaline Rush over-performed global icon Red Bull in brand preference
One of the most effective ads in the world (named by Kantar research) and rewarded by industry
Reinforced credibility as a brand worth paying more for the consumer via local relevance
Unlocked Market share growth