"Envoutez vos nuits": The IMC launch of Burn Energy Drink. Supported by a TV commercial, a print and an interactive campaign, the objective was to create qualitative brand awareness based on the brand key attributes: Energy, Night, Danger, Mystery and Seduction. The website relays the Burn activations in Bars and clubs and also aims to recruit contacts through a registration module and receive an e-flyer of the Burn Parties in chosen areas. The results of the campaign show an increasing Brand Awarness (+5 on energy drink users and +8 on CSD users) and also the settlement of the Brand image.