Tasked with highlighting BPM’s energy-boosting properties and standing out in a market dominated by Red Bull and Lucozade, we took an unconventional approach, playfully positioning BPM as an energy-restoring pharmaceutical. Unable to directly reference specific conditions, we created a series of mock Latin-sounding ailments that BPM could help “cure.” To reinforce the parody, we extended the concept in-store with tongue-in-cheek product warnings, dosage advice, and storage directions. The result was a memorable, fun campaign that gave BPM instant standout in a crowded category.
While a pitch-winning idea for Rothco, the concept was shelved by the client.
