Taking over the generation Z
Launching the new CULT energy drink for the generation Z required a new kind of positioning in market and a bold immersion into the culture. As the energy drink category is one of the most competitive on the market, to launch a new lifestyle brand, we had to take a completely new approach in the launch campaign and let the generation Z influencers point our way.
Switch Your God Mode On!
We found optimal market positioning to make CULT something new and relevant for Zen Z. Like its competitors, CULT does not focus on optimizing physical performance or concentration. Instead, CULT wants to inspire each of us to find our own “God Mode”. You can find and activate your own God Mode in music, fashion, dance, or art. God Mode is the state in which we creatively realize ourselves.
The CULT of Creatives
In order to make the brand a natural part of the culture of generation Z, we assembled a group called “the CULT of Creatives“. Group members ibe (music), Björk Hijoort (art), Tiia Kasurinen (dance) and Bakari Diarra/vitunleija (fashion) are successful in their respective fields because they bravely do their own thing and follow their “god mode”.
Everything from can design to subway taping
The diverse launch campaign was created together with the Cult of Creatives group, whose task was to inspire consumers to realize themselves through the power of their own example. Through the collaboration we created a new CULT product design, a launch event, spatial art, music, paintings, dance performances, video installations, fashion drops and festival activations.
All of this was documented and we produced impressive advertising on channels relevant to the target group (TikTok, Snapchat, IG, FB, YouTube, outdoor advertising, public transport, movie theaters, etc.).
From zero to 83%
Distinctive product design, extensive distribution, popular content drawn from the culture of the target group, and media investment led to rapid awareness growth and good sales results.
RESULTS FROM THE CAMPAIGN (12-22):
CLIENT Hartwall
PLANNING Def Agency
PRODUCTION Def Agency, Snacksize, Dog Days
MEDIA AGENCY Tulos Helsinki
