The client presented My Agency with a brilliant piece of technology – a film strip impregnated with caffeine which dissolves on your tongue and enters the bloodstream. Basically, Red Bull on a strip. The client then gave My Agency a challenge – give us a brand.
My Agency’s solution was Koru - a derivation of the Maori word for energy. This also provided the brand with a ready made visual language. And, of course, through the Haka the famous war dance involving much sticking out of tongues a wonderful product education opportunity.
My Agency then created a completely integrated brand. The name. The brand identity. Brand positioning. Primary, secondary and tertiary packaging. A trade sell-in programme. A web site. Ambient. And an advertising campaign comprising press, outdoor (6 sheet and 48 sheets).
The product is about to have a regional launch before going national later this year.