Awake Mate explains where the drink is not available
The beverage Awake Mate is launching an out-of-home campaign—and is deliberately highlighting where it is not available.
The Swiss-made premium mate Awake Mate is attracting attention with a campaign that is as unusual as it is self-confident. Instead of advertising its own availability, Awake Mate openly communicates where the product is available. not is in traditional retail. But that is exactly where the brand wants to go.
With a series of bold, direct lines, the campaign therefore targeted the major retailers in places where they were guaranteed not to be overlooked. The subjects were deliberately placed in the immediate vicinity of the main stores and branches of the respective retailers.
A bold step that Awake Mate is consciously taking in order to enter into direct dialog with retailers without pandering to them.
Awake Mate wants to prove that strong brands are not only created through presence, but also through attitude. And sometimes also by clearly stating where you don't stand.
Responsible AWAKE Mate: Jules Bemelmans, Robin Zehnder, Andri Segmüller, Zeno Hoff. Responsible for creation & production: andmore
