Beaver Buzz is a Canadian energy drink brand for which I designed a bold, high-energy marketing campaign focused on driving product trial. Targeting active young consumers, the campaign blends posters, social media content, short-form video, and brand ambassadors to highlight flavour, energy, and Canadian pride.
Running from April to August, it leverages seasonal momentum and moments like Canada Day through a mix of posters, social media content, short-form video, and brand ambassadors. Each touchpoint emphasizes the product’s energizing boost and strong taste, brought together under the tagline:
"Fuelled By Flavour, Powered By Canada"
The campaign targets young, active consumers aged 18–35, including students, athletes, and busy individuals who seek an energizing boost to stay focused and productive. They value strong flavour, convenience, and lifestyle-driven branding, and are drawn to brands that feel authentic, bold, and culturally relevant—especially those that reflect Canadian identity.
I began with a SWOT analysis and research into Beaver Buzz’s key selling points to inform the campaign direction. After testing concepts across different mediums, I refined them through feedback from peers and my professor. I initially explored a pop-up app concept but pivoted to in-store trials within existing retail spaces to better leverage established customer bases.
To align with a younger, online audience, I focused on short-form content, Instagram carousels, Reddit posts and challenges, supported by bold printed posters.
The final campaign consists of a cohesive series of social media posts, including branded Instagram carousel content, Reddit-based meme challenges, print collateral, and large-scale posters placed in subways and public spaces.
It also includes PR branding and collaborations designed to promote product trials across multiple Canadian cities. All executions are strategically rolled out across vendors and retail locations according to a scheduled timeline, ensuring consistent visibility and engagement throughout the campaign period.
Disclaimer: This is an academic campaign project created for educational purposes; no affiliation with or endorsement by Beaver Buzz Energy is implied.
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