Masan · 2015
THE GAP
Wake-Up 247 had momentum.
Its coffee and energy variants had built strong adoption — especially among blue-collar workers.
But growth required expansion.
A younger audience.
A different aspiration.
THE INSIGHT
Energy doesn’t have to feel heavy.
For younger consumers, flavour, freshness, and identity matter as much as performance.
Green tea already lived in youth culture.
Energy could meet it there.
THE MOVE
Reframe energy.
From utility to excitement.
THE IDEA
Exciting Formulation.
A new variant blending green tea with energy — lighter, fresher, and designed to stand apart.
The formulation became the story.
Youth icons Toc Tien, Cuong 7 and Touliver anchored the launch — bringing aspiration, relevance, and cultural pull.
Wake-Up 247 didn’t chase youth.
It spoke their language.
THE OUTCOME
The launch broadened the brand’s appeal.
• Successfully extended Wake-Up 247 beyond its core audience
• Positioned F247 as a flavour-led, youth-relevant variant
• Added aspiration to a brand known for performance
Wake-Up 247 didn’t dilute its identity.
It evolved it.
The ‘Exciting Formulation’ Campaign
Masan · 2015
THE GAP
Wake-Up 247 had momentum.
Its coffee and energy variants had built strong adoption — especially among blue-collar workers.
But growth required expansion.
A younger audience.
A different aspiration.
THE INSIGHT
Energy doesn’t have to feel heavy.
For younger consumers, flavour, freshness, and identity matter as much as performance.
Green tea already lived in youth culture.
Energy could meet it there.
THE MOVE
Reframe energy.
From utility to excitement.
THE IDEA
Exciting Formulation.
A new variant blending green tea with energy — lighter, fresher, and designed to stand apart.
The formulation became the story.
Youth icons Toc Tien, Cuong 7 and Touliver anchored the launch — bringing aspiration, relevance, and cultural pull.
Wake-Up 247 didn’t chase youth.
It spoke their language.
THE OUTCOME
The launch broadened the brand’s appeal.
• Successfully extended Wake-Up 247 beyond its core audience
• Positioned F247 as a flavour-led, youth-relevant variant
• Added aspiration to a brand known for performance
Wake-Up 247 didn’t dilute its identity.
It evolved it.
