When AWAKE Chocolate came knockin', they needed a complete brand overhaul. Three ex-Pepsi guys had bought the nearly defunct Canadian brand.
Our mission: Rebrand the first mass-produced caffeinated chocolate brand in North America. Oh, and there's no money. First, we zeroed in on college kids at the primary target (love caffeine but hate coffee). Then we created the name; as memorable as is it descriptive. Next, while the designers did their magic with a new logo, and packaging, I developed the voice. And with that, Neville was born. With our limited budget, Neville flew to social and amassed 14K followers on Facebook, 11.5K on twitter and more than a smattering on Pinterest and Instagram in the first 18 month—the majority of it non-paid media, too. We created the “Eyes Wide Open Tour” where we wrapped two old school buses and drove them across Canada, stopping at as many college campuses as there were hours in the day. (talk about a content generator…) We even did things like parter with Shop.ca where Neville got to re-skin and send out the daily sales email to 375k eager shoppers all over the Great White North. Sales to date are around $7.5MM with distribution in many major food, gas and drug retailers across North America. Working on AWAKE was a true labor of love. This work was produced at tether.