Ana Couto Branding & Design

Coca-cola – Burn

Challenge

Make Burn become real nighttime player and the energy drink preferred by young people. Create a value proposal that will act as a gateway for bringing Burn into the night scene.

Solution

To mark a consistent presence in the night scene, Burn exploits the cycle of nighttime activities and all the routes that lead consumers to and from these places.

Results

A proprietary concept was created for the brand as well as a complete portfolio of actions for various contact points with the brand including POS, activation, giveaways and kits for opinion formers.

Burn, the energetic beverage appropriated a segment of night scene consumption, generating a larger group of people who were willing to try a new power beverage.

Burn attributes have become clearer to consumers at brand contact points.