Guayusa is a leaf from the Amazon. When brewed, it contains twice the caffeine as a cup of coffee and three times the antioxidants of green tea. RUNA was selling glass bottles and brew-able bags of guayusa tea, but struggling to find a way to educate and invigorate the young adult market.
The opportunity was to produce a new product from scratch. A concentrated drink, in a can, and introduce the first all-natural, chemical-free energy drink.
We created a low-tech wild posting campaign that was plastered all over lower Manhattan and Brooklyn. We asked the founders of RUNA how they would describe the complete opposite of clean energy, then we asked them to sit in hair & makeup and pose as those descriptions.
With the introduction of the Clean Energy Drink and execution of the wild posting campaign, sales of all RUNA products increased 400% in one year.