The package itself is a communication tool to demonstrate the product benefit of this energy drink: On every cap, there is a number indicating the strength needed to open it. The bigger the number, the more power needed.

The package itself is an interactive media: To open the Go Player bottle is a touch challenge. You have to play with it, spend time on it, and even ask for friends’ help.

The implementation: The Go Player challenge packs are displayed on top of the dumbbell racks in the gyms to attract the sports lovers’ attention.

It is an innovative package design for beverages. Many people (girls especially) have faced this situation that you need to ask for help to open a beverage bottle. It’s so tight that requires extra strength to open it. The frustration of not being able to open a bottle inspires us to design the bottles that just require extra strength.

The GO PLAYER challenge packs were placed on top of dumbbell racks in the gyms in the tier one cities in China. After the launch of the challenge pack, we successfully generated buzz on social media. People took pictures of the bottles and themselves trying to open it. They were curious about what was the brand behind and where to buy it. The public demand therefore drove the launch of Go Player on the shelf in one of the biggest convenient store in China, FamilyMart. Before the launch of challenge packs, there was no retail chain in China willing to sell this energy drink that has no brand awareness, and now Go Player are sold in over 2000 FamilyMarts in China. It was the deal closer.