The Energy Drinks Streaming Platform

Challenge

The launch of the energy drink company's streaming platform exposed a disconnect with the brand’s core mission: "giving wings to people and ideas." Traditionally, the brand empowered others - athletes, musicians, and creatives - by acting as a humble facilitator. The streaming platform, however, shifted focus toward self-produced content, losing the authentic connection with the audience. The target audience is drawn to real stories, with real characters, told by people who are part of their subcultures - authentic, non-scripted reality. The content failed to resonate, feeling less engaging and relevant.

Finding

Filmmakers, much like athletes and artists, often have compelling stories to tell but lack the resources and distribution channels to bring their ideas to life. Many great stories go untold because filmmakers don’t have the funding or platforms to reach a significant audience, making it difficult to recover production costs or gain traction.

Proposed Solution

We proposed a strategic shift that realigns the platform with the brand’s DNA by empowering filmmakers and their ideas. Instead of focusing on the company’s own productions, the platform would serve as a stage for filmmakers, offering them resources, funding, and a platform to showcase their work. This approach reflects the brand’s long-standing philosophy of supporting others in achieving their dreams, while also providing content with deep relevance—content that emerges from within communities and movements. By offering this stage rather than being the producer, the brand accesses unique perspectives that could never be achieved as an external observer. This strategy not only engages the target audience more effectively but also opens up new demographic opportunities for the brand. In doing so, the platform becomes an authentic extension of the brand’s promise - giving wings to people and ideas - while strengthening its connection with the audience and staying true to its core identity.