Eurobest

The Can Not Sleep Can

KOLLE REBBE, Hamburg / RAUCH FRUCHTSÄFTE GMBH & CO OG / 2017

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Background

CAFEMIO is a young coffee brand introduced by RAUCH, a leading European beverage manufacturer. Their latest product is CAFEMIO ESPRESSO SHOTS, a serious caffeine boost that keeps you awake when you need it most. To prove its waking ability we created a promotion specifically designed for gas stations and convenience stores in the nightlife districts of major German cities. And what better time to demonstrate how effective CAFEMIO ESPRESSO SHOTS are, than the longest night of the year, the winter solstice on 21.12. to 22.12.

Execution

The label on each can features someone who needs to be alert at night: a long-haul trucker, a night watchman, or a gamer. The highlight, however, was hidden in the base. The can was assembled with a tilted centre of gravity which allows it to stay upright no matter how it is pushed or prodded. The message is clear: CAFEMIO ESPRESSO SHOTS help you stay upright during even the longest nights.