Coca-Cola issued an open brief to disrupt the highly competitive energy drink category. Their product was in a slightly terrifying half litre can and contained the same amount of caffeine as 2 cups of coffee. I worked intensively with a Strategy Director to create the brand Relentless, and was subsequently their Creative Director for 4 years. Relentless is currently Coca-Cola’s most successful UK launch to date and reached a value of £100 million within the first 3 years.
We aimed to disrupt core action sports culture and move away from the predictablele ‘extreme’ and ‘gnarly’ clichés. The brand is built around the merging of attitude and artistry, as well as the idea of personal struggle and sacrifice in pursuit of one’s goals. Everything from naming, strategy, packaging, film, digital, print and live events was delivered around a strong, universal idea, encapsulated in the ‘No Half Measures’ attitude. endurance.