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XYIENCE ENERGY
DENISE FROM HR
Knock, knock! It's Denise from HR, here to tell you about her new favorite energy drink.
(Also, you need to update your profile in the portal.)
Red Bull, Monster, and Rockstar have almost total dominance in the energy drink space, but they all tend to make their consumers look like herm-yarling monster truck rally enthusiasts.
With its sleek, discreet design, we decided to position XYIENCE as the energy drink for the working world.
Our competitors like to use spokespeople like Shaun White or Tony Hawk to communicate their edgy, outrageous branding. So we created Denise from HR—the Tony Hawk of corporate America.
“Workplace humor can help people deal with the exceptionally unfunny times we are living in. When many are experiencing stress and burnout, humor can be particularly effective at boosting morale and productivity...Even some people who work in human resources — who might be expected to balk at the jokes — are in on the fun.”
LORA KELLY, "‘DILBERT’ IS CANCELED BUT CUBICLE COMEDIANS LIVE ON," THE NEW YORK TIMES, MARCH 4, 2023
During #TheGreatResignation, surveys showed up that up to 40% of employees were interested in leaving their job.
So we assisted corporate America in finding their dream jobs by curating the best LinkedIn postings (yes, they were real!) and inspiring our followers to apply.
XYIENCE kept work success at the forefront, even during leisurely Instagram scrolling.
The digital videos greatly exceeded the VCR benchmark with an outstanding overall VCR of 93% (Keurig/Dr. Pepper portfolio historical benchmark is 70%), showing that the creative grabbed viewers’ attention and kept it.
XYIENCE buyers grew +12.4% during the campaign period vs. prior period.
XYIENCE trial grew during the campaign, +23.3% vs. the prior period.
Agency: Liquid Sunshine
CCO: Darren Moran
ACD/AD: Scott Rench
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