BPM - Positively Charged with Maltodextrin

A pitch winning idea for Rothco

The brief was to highlight BPM’s energy properties, giving it a distinct personality in a market segment dominated by Red Bull and Lucozade.

Our approach was to treat BPM like an energy restoring pharmaceutical, yet one that was a bit of fun. Unable to directly mention conditions for which it was beneficial, we devised a series of latin sounding medical conditions associated with hangovers, whose symptoms it helped alleviate. In line with real pharmaceutical products, we also posted comic warnings, dosage and storage directions in store.