USN QHUSH ENERGY drink designed by LKDA

USN QHUSH ENERGY DRINK

THE ROAR OF VICTORY

Packaging Design
Launch Campaign
Acitvation
The Result

THE BRIEF
When USN requested to design a limited edition flavour for their existing Energy drink to celebrate their partnership with leading football Club Orlando Pirates, little did they know: We at LKDA love football and planned to hold nothing back!

A BRAVE APPROACH
What if the name of our new Orlando Pirates inspired flavoured energy drink; Qhush, can change the culture of football and become the #1 selling Energy drink for our client? 
Humble as we are, we scored on every level and knocked sales figures out of the park 10 fold!

A CREATIVE JOURNEY INSPIRED BY

The "Ghosts" 

Founded in 1937, the Orlando Pirates football club is one of the premier clubs in the South African football scene. Orlando Pirates have millions of loyal die-hard supporters, bitter cross town rivals and a well established ritualized brand expressions.

This unique expression of sculls & bones and the pure passion formed the foundation of our strategy and creative to not only associate and inspire but to develop a USN Energy Drink the fans can truly call their own.

A limited edition flavour design that captures the spirit of the Ghosts and the cry of victory.
Now that's the "Qhush"!

LKDA - USN Qhush Can design Detail
LKDA - USN Qhush Can design Front

The Qhush what?

THE CHALLENGE
When the option was given to the Orlando Pirates players to taste and name the new limited edition flavour, little did we expect the name will be inspired not by the taste,  but by the sound of the can being opened. So instead of trying to convince everyone the flavour name has no value to consumers, we turned the challenge into our biggest advantage and the Roar of Victory was born as one of South Africa's first real authentic energy drink brands: USN QHUSH!
A BRAVE STEP INTO THE UNKNOWN
So how do you develop, launch and promote a new energy drink with a name few can even pronounce? You use it to your full advantage and base your complete campaign on a word no one has heard of and position it as a phrase of expression. So that's what we did and it was a Qhush of a success!

Taking to the streets

To maximise impact and awareness, gorilla tactics were implemented to give the product a real authentic and urban feel by taking over street corners, bridges and almost every open wall areas in our target market where the Roar of Victory could make its cry. Overnight, the new USN Qhush Energy drink was quite the talk of the town all leading up to the football event of the season - The Soweto Derby.

The Roar of Victory with 40 000 Ghosts!

To launch the new USN Qhush we took advantage of the biggest rivalry between the 2 legendary clubs: Orlando Pirates and Keizer Chiefs. A sold out event of 90 000 passionate supporters at the renowned FNB Stadium in Soweto, South Africa.

THE BRAVE APPROACH
What if we can get broadcast exposure at one of the most anticipated games of the season without paying a cent for broadcast rights.

So we promoted limited edition USN QHUSH war masks leading up to match day with the call to all supporters to collect their free mask and Qhush Energy Drink before the game and fuel their flamboyant display of being a "Ghost". 

The result: 40 000 supporters wearing their USN Qhush masks with pride to drive fear into their components whilst every moment of passion was captured by camera crews around Africa for all fans to see. 

The result?

What do you get if you have a client that is BRAVE enough to step into the unknown? A single limited edition flavour design that turns into their best selling energy drink brand. Now that is a Roar of Victory for all!

Units sold in first 2 months 140 000 units
140 000 units
Social media exposure 340 000
340 000
Free Media Exposure R 1 200 000
R 1 200 000
The brave ones
Creative Director: Gardiol Lamberts, Jacques Matthee
Creative: Jacques Matthee, Marc Barcley
Production: Brandon Engelbrecht
Account Manager: Quinton Mollentze
Final edit: Graham Berger

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