Client
3Sisters (Owned by Adhar Beverages Pvt. Ltd)
Services
Product positioning, packaging & creative design
Year
2023
Team In-Charge
Brand Conceptualisation: Team Adhar Beverages & Greek Alphabet Media
Creative Direction: Priyansha Anand, Damayanti Satkar, Raghav Upmanyu
Energy drinks are a rapidly exploding market, with more brands than you can count. Yet something that remains the trend – most of them are hyper-masculine, with animal-like brand names, and banking on crass and ‘men-like’ communication to sell more and more.
That’s why when Adhar Beverages team approached us to work on a mass-market Energy Drink for the ₹60 price point, we knew we had the chance to do something differently, without straying too far away from the category.
The only catch – they already had a brand name that we had to run with – Jerk (not subtle, we know).
Our Approach
The key with mass-market products is to look at packaging and communication as 2 distinct pillars that need to work together, instead of being 1 and the same.
Therefore, based on our research, we took the following strategic design and communication calls –
- Most energy drinks tend to benefit from looking like one. Therefore, elements, illustrations, and colours that screamed ENERGY DRINK were chosen. We wanted the customer to instantly know what they were picking up.
- The fact that most energy drinks tend to bank on a mascot didn’t escape us. But, instead of going with yet another hyper-masculine or animal-like mascot, we preferred to go with an unnamed figure that could be anyone – the hoodie person.
- A compelling narrative – all energy drinks give you energy. Period. Saying that again and again doesn’t change it.
So, we chose to bank on giving the pride back in the hands of consumers, making them the central character who has definitely been called a jerk or one of the other things, in the pursuit of doing what they think is right.
The result was the Jerk branding, packaging, and communication as we see it today.
In the last 2 years, since it was launched, Jerk has achieved multiple milestones, helping it stand out in the cluttered category of mass-market energy drinks. You can tune into the social media marketing for Jerk same here.
Trusted by names like Zurica, 3SistersDrinks, Aruba Mixers, and more, beverages are just one of the categories we have expertise in. If you’re looking to launch a premium, niche, or mass-market brand and need a partner that understands both communication & design and strategy, contact us.
