THE CAN NOT SLEEP CAN

ClientRAUCH FRUCHTSÄFTE GMBH & CO OG
Category B02. Promotional Item Design
TitleTHE CAN NOT SLEEP CAN
Product/ServiceESPRESSO
Entrant KOLLE REBBE Hamburg, GERMANY
Idea Creation KOLLE REBBE Hamburg, GERMANY
Production TV STUDIO Wedel, GERMANY
Credits
Name Company Position
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
Dirk Weyer n/a Photographer
Sebastian Feraut n/a Illustrator
Andreas Kleinmann TV Studio GmbH Production Manager

The Campaign

To 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 Execution

The 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 market

The 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.