TrueStory and M-Budget: a new look for energy drinks

As part of a large-scale national awareness campaign for M-Budget, TrueStory conceived and implemented the M-Budget Energy Drink Redesign Campaign. The main message: fresh look, same taste.

editorial staff

December 6, 2022

M-Budget energy drinks are particularly popular with Gen Z. This target group was therefore also the focus of TrueStory’s awareness campaign. Measurements have been designed for TikTok, Instagram, Snapchat platforms including Lens, Twitch, YouTube and Pinterest.

In a “teaser phase”, the influencers announced in several videos that the M-Budget Energy Drink would soon no longer be available in its familiar form. But they couldn’t reveal more because they were prevented from doing so in different ways at the crucial moment. This, coupled with a previous TikTok seeding campaign, is expected to spark speculation in the social media community, which the agency says it has.

In the “disclosure phase”, the claim “Fresh look, same taste” has finally resolved that the Energies are now available in a new design, but the taste will not change. To do this, TrueStory made three videos where each social media platform’s message was displayed on a per-channel basis. There was also another video in the Migros industrial look which conveyed the redesign process with a wink.

The current campaign has been completed with road survey videos, which shows the reactions of the target group to the new design. In addition, over 25 influencers and creators on TikTok and Instagram were used as partners. In order to establish the “Zero Sugars” energy drink among a wider clientele, distribution promotions were launched in ten national railway stations.

Head at Migros: Marc Zurbrügg (Brand Manager, overall responsibility), Franziska Coninx (Head of Strategic Own Brands), Katharina Müller (Head of Brand Management), Sharuch Shabbir (Social Media Manager), Patrick Blum (Project Manager Digital Media). Manager at TrueStory: Norbert Rieger (project management), Norbert Rieger, Lukas Horst, Elie Kerbage (creation). Responsible at WebStages: Tanja Hermann, Kerry Stieger. Manager at Webrepublic: Shelby Thompson. Manager at Dentsu: Marc von Buren. Video production: True story; Marco Egger, Milo Ruder (both Kinamo); Sven Prost, Luca Steiner.

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