Cadbury Schweppes
Cadbury Schweppe’s new performance drink had a competitive advantage, but it didn’t have a voice. In writing, “Don’t Fade. Accelerade,” we not only accomplished this, but also won the account for the agency. Seeking as much impact as possible, we introduced the campaign by putting Dean Karnazes (famous ultramarathon runner) on a treadmill over Times Square. Millions of people watched it live and all over the world online. Dean broke the world record by running 153.76 miles in 24 hours. All of course with the help of protein infused Accelerade. And nipple protection
During the first month of the product launch, advertising was placed in various 24 Hour Fitness locations throughout the country. Here, the commercial was projected in the weight room so that it was best viewed when laying back to do the bench or leg press.
