CLIENT
Coca Cola
munib iftikhar, Front Line Marketing Manager
Ahmad Wahab Shah, Marketing Director
Yara El Zahabi, Consumer and shopper content manager
Sandra Hage, Senior Strategy
Farhan Tayyab, Emerging category director
Maryam Saleem, Front Line Portfolio Manager
Ahmad Mukhtar, Creative Strategy Senior Manager
AGENCY
Mujtaba Mirza, Associate account director
Raj Kheraj, Digital & UX Manager
Awais Dhakan, Executive Creative Director & Head of Digital Content
Bilal Alavi, Creative Director
Sibtain Shabbir, Senior Creative Manager
Ezza Syed, Creative Manager
Osama Haseeb Khan, Creative Director - Design
Zeeshan Jillani, Creative Director
Active Media
Brandbuzz
MediaCom
SUMMARY
CSD is a ginormous category with over 3200 million liters consumed annually, saturated with dominant long time players, who have claimed almost every positioning and space, making it a difficult category to enter.
Launching a new brand in the "energy" subcategory was challenging with Sting owning 97% market share, and according to new government regulations, we could not use the term "energy". The campaign demonstrates effectiveness where a new brand took on giants in the CSDs "energy" subcategory whilst being at a disadvantage, and still succeeding.
