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New Blood Entry — Refresh Your Mind

Award: Graphite Pencil

YULA / 2020

Energy drinks have bad PR as most are packed with unhealthy, synthetic ingredients. YULA combats this bad reputation with a natural recipe and reforestation partnership to honour and preserve its Amazonian heritage.

How do you convince a young, health-oriented demographic of a single brand's earnestness within such a toxic market?

The 'Refresh Your Mind' campaign leans into this quagmire. It places the burden of proof on itself by presenting quotes drawn from focus groups rightly criticising energy drinks, and counters with a conversational rebuttal based on YULA's greener practices. This transparency promotes YULA's merits, and pulls consumers away from other ‘standard’ choices.

This approach is designed to work on both social media and print, with the copy modified to suit each format.

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