Coca-Cola launched their first energy drink in April of 2019. Working under Ogilvy UK's CCO and our design director, I was involved from the early stages of development through to the subsequent launch of the brand.
As the primary designer on the campaign, I took existing brand assets developed by Coca-Cola, and developed the visuals for the launch campaign.
The campaign spanned digital and print, as well as being launched internationally.
The brief was to design a product-first approach to the campaign launch, which integrated the waves from the energy drink cans into it.
Coca-Cola Energy launched with a take-over of Piccadilly Circus. I worked on the storyboards and designed the framework that would hold the final TV commercial, whilst allowing the product to be displayed at all times.
I was also tasked with creating adverts for spaces I was not used to, including bus T-sides. These were seen around London during the launch period.
PROPOSED VENDING MACHINES
One proposal during the ideation stage was to create vending machines that would give anyone that interacted with it a free can of Coke Energy. I order to receive the free can, however, you must give up some of your phone's energy.
The assets produced were also translated into other markets, for example Germany and Argentina.
The above images are a collection of work that weren't used in the final campaign, but show some of my initial thinking.