UPSHOT ENERGY
Industry: Fashion / Retail
CHALLENGE
Take a struggling energy shot startup with an unfortunate name, Gizo, and create demand, distribution, and sales in an overcrowded category. With a shoestring budget.
INSIGHT
As energy drinks began upsizing into monster-sized “refreshments,” Gizo went in the opposite direction: a two-ounce alternative that did the same job with a lot less liquid. Simply saying “less is more” wasn’t enough. It had to be proven at every consumer touchpoint.
SOLUTION
First, rename and reposition Gizo as Upshot Energy, “the world’s smallest, most powerful energy shooter.” Then, create the brand identity, packaging, in-store displays, sales collateral, and website, each one the smallest, most powerful version of itself. The campaign centerpiece was a newsworthy sampling program: a bread truck turned into the world’s smallest, most powerful music venue, complete with a live post-punk band, appearing unannounced on college campuses and in nightlife districts to hand out samples when young adults need energy most.
RESULT
Increased brand awareness, extensive trade press, and a memorable story the sales team could pitch to distributors to land national distribution, which they did.
Deliverables: naming, positioning, brand identity, packaging, in-store displays, sales kit, website, experiential sampling, guerrilla marketing, giveaways (t-shirts, stickers), PR
Roles: concept, brand strategy, creative direction, copywriting, account management
