I teamed up with ProSupps, a workout and energy supplement company, to create hard-hitting content and ideate the launch of their new Hyde Energy Drink.
Hyde Energy Drink: Campaign Concepts and Tagline
I worked with ProSupp’s creative team to develop an overarching campaign theme, brand story, and product tagline.
CAMPAIGN CONCEPTS AND BRAND STORY
To best present the campaign theme and backstory of their drink and character, Hyde, I took on a “comic book” approach and wrote out these concepts:
CARNAGE UNLEASHED
What started out as rumors—whispers of in the dark alleys of the night—soon evolved into stories which engulfed the whole town. People began doing things unheard of before. They worked with an intense focus, played with unhinged passion, and overcame any obstacle before them with extreme confidence. The townspeople sought them out but were amazed with what they found: These people looked no different than before. Asked what was their secret, the max-performers simply shrugged their shoulders and handed over a drink. When the others tasted it, their eyes grew as a delicious taste and inward strength overtook them. Soon they too felt the power of their full potential—carnage unleashed.
THE INTENSITY INSIDE
Do you feel it? A prowess growing within you. A strength you never knew existed. Give into it and let your body and mind evolve into the superbeing you are. Hyde lives in you. Hyde is you. Unlock your inner powerhouse with a drink as awesome and potent as you. Down a can of Hyde Energy—and feel the intensity begin.
LAB EXPERIMENT GONE… RIGHT
What began as a lab experiment soon transformed into something more. Rampaging particles and atoms fused—shattering the cylinder in a furious explosion. A liquid ricocheted from wall to wall, dousing everything in its path. A sweet smoke filled the air, and all who tasted it soon felt their minds expand and bodies surge with limitless potential. It’s the secret formula to instant intensity—and now it’s in your hands.
HYDE’S SECRET FORMULA
Surging with atoms of smashing intensity, Hyde’s secret formula awakens the powerhouse inside you. One sip instantly releases a rush of focus and strength you never knew existed. With a taste as powerful as its ingredients, the most epic invention of our century is sure to become your new addiction.
FEROCITY NEVER BEFORE WITNESSED
Tired of wandering the drink aisle, picking up and putting down lame drink after lame drink? Looking to take things up a notch–to match a level as intense… as you? Satisfy the badass you are with a taste and power that will knock your balls into the next galaxy and thrust them into planetary motion. Sip on a can of ferocity that will melt the skin off your face like in that horror film you watched last night. Fuel the mother f’ing rock star you are and finally do that thing–get the job, ask out the girl, pull a double all-nighter–and live the life you want at the flavor you want at the extremity you want.
TAGLINE
I was tasked to write a tagline that describes the power of Hyde Energy. This tagline would go on every can and package of Hyde Energy, making it important to get this line just right. With the overall message being “Hyde Energy unlocks the superhuman inside,” much like the character from Dr. Jekyll and Mr. Hyde, the tagline landed up as, “Charge up with a can of Hyde Energy, and release your inner powerhouse.”
Benjamin Miller Jones 