Lowe summons the rebellious spirit from the bottle
In the new «Bad Enough» campaign for the energy drink Burn, Lowe projects a rebellious image. In doing so, the advertising agency—which is part of the Draftcb/Lowe Group—aligns the campaign with the image the drink already has among its target audience, according to a market study.
The advertising agency Lowe, part of the Draftcb/Lowe Group, has created a rebellious image in the new Bad Enough campaign for the energy drink Burn. According to the press release on Tuesday, the campaign is in line with the image that the drink already has among young people. According to a preliminary market study conducted by Burn's marketing managers together with Lowe and H,T,P,Concept, the drink from Coca Cola is perceived as more mysterious, more "stylish" and more rebellious than competing products. If the competition gives people angelic wings, their energy drink turns them into heavenly rascals, says Henk-Jan Menger, Brand Manager of Burn. The cross-media campaign will run from May to June on television, in print media and on the Internet. At the heart of the campaign is the website . Responsible at Coca Cola:
Henk-Jan Menger (Brand Manager Burn). Responsible at Lowe: Nicolas Vontobel (CD), Sebastian Hugelshofer and Jean-Marc Grubenmann (AD), Ivan Madeo (text/concept), Patricia Harzenmoser (graphics), Nicole Cannabona (DTP), Melanie J. Auerbach (art buying), Kurt Schmid, Stefan Naef and Gabrielle Lommel (strategy/consulting). Roger Schneider (photography); [kju:] Vienna (website). Ultra Images (production). Jingle Jungle (sound). Mediacom (Media). Responsible at Agentur Helvetica: Milija Kovacevic (promotion: creation & concept); Nic Liotta (promotion: project management & implementation).
