Burn is an energy drink with a stimulating effect, whose target public are people who enjoy nightlife and want to guarantee a few extra hours of excitement - a market with a huge potential, which grew 130% last year, attracting various competitors. For this reason, in 2003, the agency launched a campaign to strengthen the image of Burn among the young in large Brazilian cities, a public that uses the web to seek alternatives and places to go, and to stress the reinvigorating action of the product.