BURN ENERGY DRINK, a new formula for the category

CHALLENGE: Burn Energy Drink developed a new formula that increased the bevearge energy level and the brand needed to be revisited to reflect the new flavor.

SOLUTION: why not creating a new formula for the entire category? A new brand platform was developed, breaking all the energy drinks codes based on functional performance messages. Burn elevated the energy of the category to the emotional realm with the "Don't Look Back" campaign. A call-to-action to follow your heart and an ode to authenticity that reflected the zeitgeist of that time, where "real life people" have become the new celebrities and sources of inspiration.

Through the years, the video never ceased to generate new comments and spark people's curiosity.

▪ Market and trends research
▪ Rebranding: brand personality, brand language and brand positioning

Agency: Grey Brazil