TNT ENERGY DRINK

A disruptive project that transformed TNT into a creative force within the fast-pacing, youth culture in Brazil.

TNT ENERGY DRINK:
POSITIONING & DIGITAL OVERHAUL

 

Shifting from trite and shallow propositions around PERFORMANCE to an unprecedented brand philosophy based on RESISTANCE, TNT unveiled a territory unexplored by the competition, and more resonant with the hard-working youth with the energy to redefine the brand's trajectory.

Todo dia você precisa encarar um desafio diferente. Para vencê-los e seguir em frente, só com muita energia e resistência. #PODEVIR

CREATIVE AND STRUCTURAL TRANSFORMATION

The new positioning based on RESISTANCE was expanded to a range of subjects - not only on sports but also music, visual arts, fashion, cultural entrepreneurship, games, and social activism.


Social Media became the main channel for TNT, which in one year produced over 180 different Youtube videos with people who are the leading and bleeding edge of their subcultures.

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TNT Real Content: The ultimate relevance enhancer. Every single piece of work posted or broadcasted by TNT had to follow a simple rule - it ought to be real.

RESULTS

Previously a follower, TNT transformed into a brand so authentic and vocal, that it became impossible to ignore.

This work consolidated TNT as the 2nd place after Red Bull, and crowned the brand as the real challenger among energy drinks - the player who leads the conversations.

A manada segue sem evoluir, não para pra questionar, só repete sem pensar. Enfrente a manada: seja quem você é de verdade. #PODEVIR

This project was awarded with a Silver Effie in the category David VS. Goliath.