doc is a soda alternative to an energy drink, combining great taste with a ton of caffeine. In 2018, doc rebranded with a new, bold look and attitude, which helped position doc visually into the energy category. However, their product placement with other sodas left confusion over what kind of beverage doc actually is. They came to Hiebing looking for a way to infuse their marketing with more of their product attributes – like flavor and energy – without losing their unique look. With soda sales declining industry-wide, we created a disruptive in-store window cling to drive trial of doc along with a reintroduction video for use across all owned channels.
Role: Art Direction // Agency: Hiebing // 3D: Planet Moore // Animation: Scott Fischer // Awards: Graphis Advertising Annual 2018, Silver