Challenge 

Gladiator is an energy drink positioned as a complement for the office worker’s segment.

However, there’s a lack of penetration in this target, and its moment of consumption is still not clear.

The task: a digital idea that interacts with the target’s environment and clarifies the right place and moment of consumption.

Idea 

We transformed the Gladiator can into a must-have interactive tool of today’s workplace: a flash drive. The target could copy files and download them by using the can while drinking Gladiator.

'This promotional video of Gladiator USB Can was uploaded to the Gladiator Branded Channel on March 4th 2013 and erased on April 2th 2013' - Coca Cola

Gladiator needed to be present in a more relevant manner in the everyday routine of its target, beyond the functional delivery of the product. For a brand that obtains its inspiration from the workplace, it seemed obvious that the next step was to become an office tool.

By linking Gladiator consumption to an office person’s routine, the brand was able to clarify its essence and moment of consumption. Also, the time that the can was present in the target’s life increased. Gladiator achieved this through the use of clever humor, which has been the characteristic tone of the brand.

The stock of this in-and-out action ran out during the first two weeks, behaving as a memorabilia object. File traffic in USB cans reached the 5 terabytes. The fact that the target did use the can for their everyday work strengthens the positioning of Gladiator as a companion for the white-collar worker.

The target audience interacted with the can, which is in itself a highly relevant vehicle for delivering the brand´s message, beyond the moment of consumption of the drink.