Awake Caffeinated Chocolate
Here’s the deal—Awake Chocolate has packed these delicious chocolate bars with as much caffeine goodness as a cup of coffee (or a 250ml energy drink). Perfect for when you gotta get stuff done, and just don’t have the energy to do it. Aimed at college students, the timing for this venture was just right, a functional chocolate bar that tastes delicious. A packaging that zagged where everyone else was zigging, and a social strategy with commentary from our witty spokes-owl “Nevil.” Hit him up, he’ll tweet you back.
Agency / Tether
Let me brag for a minute.
• Store distribution has increased from 1,000 to 18,000 stores since rebrand
• Won 2013 Convenience Innovation Award for the best new chocolate bar in Canadian convenience stores
• AWAKE is now a top 3 chocolate bar in most campus stores where it is sold across North America.
• Appearance on the CBC’s Dragon’s Den (equivalent to US show Shark Tank) resulted in a bidding war for additional funding in exchange for equity in the company
• Silver Addy Award for the Eye’s Wide Open Tour Campaign
• ELLE magazine (Canada) cited brand mascot Nevil “the coolest owl to emerge since Harry Potter’s Hedwig.”