Extreme Energy

How we owned a lockdown anthem

Extreme Energy is a premium energy drink that wanted to inspire consumers to stay positive during lockdown. To drive awareness for this purpose and to bolster engagement on digital, we partnered with local music producer Focalistic, and created a music video for his latest track – heavily featuring our product. The timing was impeccable. The track became a bona fide lockdown anthem, hitting 3.5 million organic views. We capitalised on this by creating a dance-off engagement piece that saw the brand metrics skyrocket. With very little investment, smart influencer selection and agile planning, Extreme Energy rode a wave and created a cultural phenomenon – getting people to “keep the energy” during lockdown.