Boca Lupo Energy Drink Website

2010, client: Cantarella

url: http://www.bocalupo.com.au/
role: Soap Creative – Art Director

The brief
Boca Lupo is a new energy drink that Cantarella is launching in Australia in 2010. We’ve identified the challenges into three categories.

Awareness:
As a challenger brand in a crowded category, Boca Lupo must reach a mass audience.
Credibility:
Our target market (16-40 AB, with slightly female skew) are time-poor media consumers with a high degree of message fatigue.
Conversion:
The aim is to get brand in hand and drive trial. We believe once they’ve tried Boca Lupo, they’ll be converts.

Ideas and execution
Even before they’ve had an energy drink, our consumers are hard people to keep up with. They skip between media channels with a deftness that drives traditional marketers to despair.

Our consumers favour originality and put a high premium on unique experiences, interesting narratives and ‘street cred’. They’ve already picked their favourite energy drink but the good news is that this loyalty is far from unshakeable.

So how to reach them? Sure, we could try to keep up with them. Or maybe we could get them to follow us instead…

The sophisticated and mysterious symbolism of the wolf will become our primary mnemonic. The wolf acts as our introduction to the brand, guiding us to the best parties, content and most importantly, the best energy drink.

The production process for this website was quite big and multi-layered. From drafts and concept drawings to video production and developing the site.

The site was shortlisted on the FWA.