Launching new energy drink brand with student audience

i2i brand experience agency worked closely with Rubicon RAW to reach their key objectives which included driving awareness and trial amongst their core audience. Students were a natural fit with 63% of students completing high energy & focus tasks such as coursework & studying during the evenings. Naturally students are a loyal audience for brands, statistics advise that 60% of students believe when they connect with a brand they will remain brand loyal showcasing the importance of remaining front of mind.

Therefore it was imperative to drive brand awareness and future purchase with engaging brand sampling focusing on high volume, cost efficiencies, and targeted sampling in a memorable and interactive way.

i2i developed a range of collateral including leaflets, fridge stickers, & posters & sought permission to place in core universities around the North of England. Alongside this we completed numerous universities takeovers placing products in both students homes, communal spaces, & also at fresher events.

i2i wanted to create a disruptive & memorable impact by creating numerous touchpoints to reach the audience, but also in an environment which is comfortable, but also providing the surprise & delight element!

Money off coupons were provided to give consumers the opportunity to purchase in future