Masan · 2015
THE GAP
Energy drinks promised energy.
That wasn’t enough.
Entering a saturated category dominated by a global leader, Wake-Up 247 needed more than a claim — it needed a clear enemy.
THE INSIGHT
Energy doesn’t fail randomly.
It fails at a very specific moment.
Post-lunch.
The universal dip — when productivity drops and drowsiness takes over.
Especially among blue-collar workers doing hard physical labour.
THE MOVE
Personify the problem.
If energy had an enemy,
it needed a face.
THE IDEA
The Sleep Angel.
A comical character representing post-lunch lethargy — appearing after meals to quietly put people to sleep.
Wake-Up 247 wasn’t positioned as more energy.
It was positioned as the drink that beats the worst energy low point of the day.
Comedy made the message memorable.
Timing made it credible.
THE OUTCOME
The campaign broke through culture.
• Wake-Up 247 gained 45% market share
• The Sleep Angel became a widely recognised cultural symbol
• The character turned into popular stickers on platforms like Zalo
• On-ground activations inviting people to “knock out the Sleep Angel” drove mass participation
From a new entrant,
Wake-Up 247 became a category case study.
Not by shouting louder.
By fighting the right enemy.
The ‘Sleep Angel’ Campaign
Masan · 2015
THE GAP
Energy drinks promised energy.
That wasn’t enough.
Entering a saturated category dominated by a global leader, Wake-Up 247 needed more than a claim — it needed a clear enemy.
THE INSIGHT
Energy doesn’t fail randomly.
It fails at a very specific moment.
Post-lunch.
The universal dip — when productivity drops and drowsiness takes over.
Especially among blue-collar workers doing hard physical labour.
THE MOVE
Personify the problem.
If energy had an enemy,
it needed a face.
THE IDEA
The Sleep Angel.
A comical character representing post-lunch lethargy — appearing after meals to quietly put people to sleep.
Wake-Up 247 wasn’t positioned as more energy.
It was positioned as the drink that beats the worst energy low point of the day.
Comedy made the message memorable.
Timing made it credible.
THE OUTCOME
The campaign broke through culture.
• Wake-Up 247 gained 45% market share
• The Sleep Angel became a widely recognised cultural symbol
• The character turned into popular stickers on platforms like Zalo
• On-ground activations inviting people to “knock out the Sleep Angel” drove mass participation
From a new entrant,
Wake-Up 247 became a category case study.
Not by shouting louder.
By fighting the right enemy.
