Find your spark

Advocare

Design Strategy

The energy drink market has grown in leaps and bounds over the last decade. Advocare wanted to break through the noise and introduce Spark to new audiences. 

THE challenge

A saturated market with both heavy hitter competitors and disruptive up and comers all fighting for marketshare.

the approach

Create potential creative paths for Advocare to differentiate Spark from the sea of lifestyle ads in the energy space.

The goal

Garner additional new customers with a bold entry into new markets.

We created a series of creative choices for Advocare to choose from to introduce the Spark brand into new markets.

Bold and direct

The initial approach fused kinetic energy with one of Spark customers’ most liked differentiators: it tastes better than the competitors. Messaging leaned into situations you’d find yourself in where Spark could give you the necessary boost to take back your day.

Ingredients matter

A second direction involved showcasing the vitamins, minerals, and nutrients that could place Spark a cut above its competitors in the eyes of the audience.

The Sparkler

The third approach leaned into a more playful and colorful approach, visually broadcasting the benefits Spark brings to each drink.

You and improved

The second approach was carried forward based on the prominence of three key messaging differentiators: premium ingredients, low sugar, and great taste. The next steps: zeroing in on the opportunity space to form a bedrock of functional benefits, and evolving the brand to resonate across a growing young demographic that expects a considered, consistent, and uplifting experience.