ASHOC Energy
PROJECT TYPE: Campaign creation/print ads
TOOLS: Photoshop
It’s no secret that the energy drink market is dominated by ideals of hyper-masculinity: up-all-night chaos, superhuman abilities, and extreme sports with dizzying stunts. Think Red Bull, Monster, or Rockstar.
This intense marketing creates the perception that these drinks are an unnatural and intimidating source of energy (”Become the Monster”). More importantly, research shows that this perception is particularly prominent among women.
79% of interviewed women admitted that negative social stigma averts them from energy drinks. This group linked energy drink consumers to disorganized night owls who rely on artifical energy drinks to combat procrastination.
THE BIG IDEA: CLEAN ENERGY TO DRINK WITH PRIDE
ASHOC is a natural energy drink targeted towards the young “power woman,” whose busy schedule is fueled by healthy habits and clean energy. Rather than appealing to physical power, ASHOC focuses on mental power by encouraging women to take control and dominate their day.
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“You Call the Shocs”
“Not for Us”
