One Brainy Beverage - @DrinkNawgan by @RodgersTownsend
RT announced their partnership/AOR for a local energy dri.. sorry, we meant 'alertness beverage' manufacturer, a few months back, but we're just now getting around to it - apologies. Initially, from a design perspective, they've absolutely nailed it. Great logo mark and unique typeface design in a nicely situated site that looks as intelligent as the product they're promoting.
But upon viewing this new tv/web spot, it becomes readily apparent that they have a ways to go if they plan to launch an effective broadcast campaign that pits their "brainy beverage" against the dumbed down uber-success of Red Bull, Monster & others. We realize they're going for alertness over the caffeine factor but it's an unavoidable association - especially with the can design. This long commercial ends up losing a viewers attention fairly quickly and the 1:23 runtime doesn't help keep interest or communicate that this is a brainy beverage just because it talks to inanimate food objects.
A series of short and sweet 15 second (and under) spots would've been more easily digestible, especially when attempting to market a new beverage that focuses on increasing alertness.
Nawgan, a relatively new alertness beverage, needed to update their online presence to fit within the "One Brainy Beverage" campaign we developed. The campaign revolves around a smart and witty talking can that begs engagement and establishes a voice for the brand.
What happens when you put a delicious, refreshing Nawgan in the refrigerator? Well, being an alertness beverage that sharpens focus and boosts concentration, naturally it has something to say to everything from the mysterious lump of leftovers to the abandoned box of baking soda. It's one brainy beverage.