The Ask
MUD\WTR was about to get into Costco, a huge opportunity for the brand, and they needed a breakthrough campaign to separate themselves from all the copycat mushroom coffee products on the market.
The Response
Caffeine is a drug, so let's treat it like one.
Deliver a campaign with a 90s drug PSA aesthetic, featuring reckless caffeination as Public Enemy #1.
The Result
22% increased brand awareness
- Shane Heath, Founder & CEO
