Context:
Hyper Energy Bar, a drive-thru offering energy and coffee drinks, frequently hosts fundraisers and events to support important causes and local non-profit organizations. For Breast Cancer Awareness Month, they've teamed up with Can Do Cancer, directing 100% of the revenue from their special "Pink Survivor" energy drink to this charitable cause. Their mission is not only to contribute to the local community but also to spread awareness about this initiative and maximize the sales of the "Pink Survivor" drink.
Solution:
One thing October and the color pink have in common is the well known movie, Mean Girls, which is why I created the campaign, "On Wednesdays We Drink Pink". This dynamic campaign not only encourages but insists that Hyper Energy Bar patrons purchase the exclusive "Pink Survivor" beverage every Wednesday throughout Breast Cancer Awareness Month. The campaign's headline pays homage to the "burn book" from the movie, by using magazine cutout letters to not only connect the messaging but also to the graphics with the iconic movie. Since this message is geared toward Hyper's Gen Z audience, it will be delivered through a social media and email campaign.
Social Media Campaign
Email Campaign
I provided the art direction for this project. Emily Sutton was graphic designer.