Creating a global identity and campaign for opposite markets.
Challenge- Power Horse is a relatively generic energy drink with reach big reach in the Middle East and Africa, as well as limited penetration in other parts of the world. They needed a new identity and personality that would connect to men within the extremely diverse cultures of these regions.
Idea - Men have groups with which they socialise and stay connected with. However, working long hours in the markets made it hard to really spend time with your group. Energy drinks are being used to shake off the day and have some quality time. We positioned Power Horse as the brand that not only let's you socialise, but gives you the energy to lead the group. This thinking has now been injected into sponsorships, events, activations, social media and ATL.