TNT ENERGY DRINK
A disruptive project that transformed TNT into a creative force within the fast-pacing culture of Brazilian youth.
TNT ENERGY DRINK_
IT'S NOT ABOUT PERFORMANCE.
IT'S ABOUT RESISTANCE.
Shifting from trite and shallow propositions around PERFORMANCE to an unprecedented brand philosophy based on RESISTANCE, TNT unveiled a territory unexplored by the competition, and more adherent to the hard-working youth that had the potential to take the brand to new heights.
CREATIVE AND STRUCTURAL TRANSFORMATION
The new positioning based on RESISTANCE was expanded to a range of subjects - not only on sports but also music, visual arts, fashion, cultural entrepreneurism, games, and social activism.
Social Media became the main channel for TNT, which now boasts over 180 different Youtube videos with people who are the leading and bleeding edge of their subcultures.
TNT Real Content: The ultimate relevance enhancer. Every single piece of work posted or broadcasted by TNT had to follow a simple rule - it ought to be real.
RESULTS
Previously a follower, TNT transformed into a brand so authentic and vocal, that it became impossible to ignore.
This work consolidated TNT as the 2nd place after Red Bull, and crowned the brand as the real challenger among energy drinks - the player who leads the conversations.