Machine guns and rocket launchers to sell energy drinks? Why not? The team behind Brawndo Energy Drink believes that just using the tagline "Fully loaded with caffeine," is not enough to get boys and teens to purchase their product.
The Brawndo Energy Drink campaign includes four ads that depict a firearm, tank, cannon, and a fighter plane made out of straws over a bright yellow background. There is already a parent’s lobby group in Canada who wants to ban energy drinks to children--I’m not sure that Brawndo has helped themselves by adding violent imagery to the mix.
The ads were created by advertising agency Serviceplan München Hamburg, Germany with creative direction by Ekki Frenkler, Miro Moric and Patrizia Marroni. The copy was written by Eva Foraita.
Weapons Made of Straws
Brawndo Energy Drink Uses Straw Firearms for Fully-Loaded Campaign
Trend Themes
1. Youth-targeted Advertising - Opportunity for companies to create bold and unconventional campaigns aimed at capturing the attention of young consumers.
2. Controversial Marketing Tactics - Potential for brands to stand out by using provocative or polarizing imagery and messaging in their advertising campaigns.
3. Alternative Materials in Advertising - Emerging trend of using unconventional materials, like straws, to create unique and eye-catching visuals in marketing materials.
Industry Implications
1. Advertising - Disruptive innovation opportunity for advertising agencies to explore unconventional approaches to capturing audience attention.
2. Beverage - Opportunity for beverage companies to leverage controversial marketing tactics to differentiate their products and reach new consumer segments.
3. Parenting - Opportunity for parenting and advocacy groups to address the use of violence or controversial imagery in youth-targeted advertising.