Launch a new energy drink in a highly saturated Carbonated Soft Drink market against a giant, PepsiCo's Sting with 97% share in the energy subcategory, without using the terms "energy drink" or the word "energy" due to new government rules and regulations.
UNLEASH
THE CHALLENGE
INSIGHT
19-25 years old males, the target audience, felt restricted by family and society; not being allowed to stay out late, having to sneak out to hang out with friends. For a majority of them believed that the night was a time to explore their true potential, away from the responsibilities of the day and being the goody-two-shoes that everyone wanted them to be. They needed a partner who could help them brave the night.
THE IDEA
Roar openly with all your gusto to unleash your true inner self.
LAUNCH MANIFESTO FILM
Since there were limitations on claiming "energy", the campaign was designed to depict energy in every aspect of the communication - the logo, design language, tonality, the anthem and activations, while the beer bottle inspired packaging design portrayed an image of being illicit in an alcohol prohibited society.
YOUR ROAR
LIVE billboard
THE BROWN PAPER BAG LAUNCH PR STUNT
Pakistan, an Islamic country, with alcohol prohibition. A popular celebrity caught drinking Roar in a brown paper bag - showcased the quick-to-judge society’s negativity and ignited a conversation, echoing the target audience sentiment 'I will Roar through life my way’.
DESIGN LANGUAGE
OUTDOOR DISRUPTION:
The concept of Roar's branded hangout places on-ground 'Roar Dens', was recreated live on a billboard
THE IMPACT
Top-of-Mind (TOM) awareness reached 57% and scores reflected that Roar was seen as a cool brand (63%) which was remarkable for a new entrant
Established Roar as an energy drink, all without ever saying it as scoring reflected Roar being seen as an energy brand (83%).
Strong purchase numbers with Past 1-month usage reaching 46% and Repurchase rate reaching a massive 64%.
Gained 7% market share in the targeted territories of Punjab