THE CAN NOT SLEEP CAN
|Client||RAUCH FRUCHTSÄFTE GMBH & CO OG|
|Category||B02. Promotional Item Design|
|Title||THE CAN NOT SLEEP CAN|
|Entrant||KOLLE REBBE Hamburg, GERMANY|
|Idea Creation||KOLLE REBBE Hamburg, GERMANY|
|Production||TV STUDIO Wedel, GERMANY|
|Sascha Hanke||Kolle Rebbe GmbH||Executive Creative Director|
|Rolf Leger||Kolle Rebbe GmbH||Executive Creative Director|
|Tim Esser||Kolle Rebbe GmbH||Creative Director|
|Ralf Bierhenke||Kolle Rebbe GmbH||Art Director|
|Julian Rader||Kolle Rebbe GmbH||Copywriter|
|Julia Schulz-Giese||Kolle Rebbe GmbH||Account Manager|
|Martin Lühe||Kolle Rebbe GmbH||Production Manager|
|Dimitri Ismer||Kolle Rebbe GmbH||Retoucher|
|Katrin Grün||Kolle Rebbe GmbH||Art Buyer|
|Andreas Kleinmann||TV Studio GmbH||Production Manager|
The CampaignTo demonstrate the ability of CAFEMIO ESPRESSO SHOTS to keep you awake, we made a very visual and very tangible, caffeine kick. We created three eye-opening designs and a beverage can that literally stays up with you all night.
Creative ExecutionThe label on each can features someone who needs to be alert at night: a long-haul trucker, a night watchman, or a gamer. The highlight, however, was hidden in the base. The can was assembled with a tilted centre of gravity which allows it to stay upright no matter how it is pushed or prodded. The message is clear: CAFEMIO ESPRESSO SHOTS help you stay upright during even the longest nights.
Indication of how successful the outcome was in the marketThe limited edition product literally sold out in a night! Between the 21st and 22nd of December. Following this remarkable success and media attention, RAUCH plans to launch CAFEMIO ESPRESSO SHOTS in other European markets starting in the fall of 2017.
The strategy was to gain an immediate impact in the dense caffeine drinks market, by using attention-grabbing packaging that helps CAFEMIO stand out from the competition and emphasise its unique character.
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