Why 'Go Player' Is the Most Challenging Energy Drink Ever
Go Player is a new energy drink that was recently introduced to the China market with low awareness and limited distribution.
The energy drink market in China is dominated by Red Bull, with 47% volume share, and the rest of the pie is occupied by the local beverage brands such as the market leader of bottled water, Nongfu Spring. While Red Bull dominates the on-trade channels (clubs and bars) and local players occupy the retail space, there are very few opportunities for a new brand like Go Player.
FCB Shanghai decided to use a unique way to get to the energy drink's main target: sports lovers. The solution was to create a Go Player Challenge Pack: a series of bottles with specially designed caps. On every cap, there is a number indicating the strength needed to open it. The larger the number, the more power required to open up the bottle. The agency then placed these special packs on top of the dumbbell racks in gyms. Now even opening a bottle of drink can be a real challenge.
Account Director: Valerie Auyoung
Art Director: Edward Cheung, Roger Fang
Chief Creative Officer: Feiwei
Copywriter: Lemon Xie
Creative Agency: FCB Shanghai
Creative Director: Lay Xie, Kevin Jiang
Group Creative Director: David Seah
Category: Energy , Soft drinks