In 2007, Coca-Cola Australia launched their first energy drink – Mother – in attempt to tap into the growing energy drinks market. It was a huge flop. After doing some market research to find out why, they found that the reason was simple; it tasted terrible. So it was back to the labs and coming up with a brand new formula to give V and Red Bull a run for their money. Coca-Cola Australia engaged Smart Inc. to come to the rescue of their dying brand gasping for air like an asphyxiated prostitute in the midst of a snuff movie. Ah, i digress. Back to ‘Mother’.
Smart Inc came up with this:
‘Mother’ was made-over like Ugly Betty, with brand new packaging and a totally different taste. Word on the streets is: it was a success. Any guesses as to who their target market is? The absolutely ‘brilliant’ tagline should give you a clue.
