Developing an energy drink that challenges the “NPC” - monotonous loop of the everyday worker

In 2022 Bavaria wanted to enter the energy-drink category. But with a crowded segment in the core we needed a different approach to be relevant.

We found that the category was pushing people to “thrive, push, fight” their every day life, seeing energy as a fuel to survive. Seeing life as a game where must of the people where NPCs.

But Colombians are not like that, they identify themselves as creative and resourcive: "I have my day planned, but unexpected situations arise, and I have to get creative to solve them”.

Fusion was created to empower people to ingeniously use their energy and stay on top of their game. To turn the unexpected around by unlocking your natural ingenuity.

We developed the brand strategy and launched Fusion inviting people to “Try Fusion and Turn Your Day Around.”