Brainer. The brain drink is not another energy drink. It’s high-quality fuel for your mind. To celebrate its launch in convenience stores Żabka and Lidl, we kicked off a campaign that was, quite literally, a no-brainer. Ready? Time to focus. This is where it gets interesting.
The Challenge
Brainer is an innovative formula developed by Polish scientists with one mission: Keep Your Mind On. Packed with B vitamins that support concentration, focus, and help reduce fatigue, it’s designed to optimise your body’s natural energy metabolism. In short, Brainer powers your brain, so it’s braining on full speed.
Our job? Create and roll out a nationwide campaign introducing Brainer to retail chain stores Żabka and Lidl. Come up with a simple activation that encourages people to grab a can and give it a try. And at the same time build Brainer’s image as premium brain fuel. Because that’s the whole point: it’s not an energy drink at all. It’s a brain drink.
And there was one more detail: our main target audience were young people such as college students, uni crowds, vocational school pupils. A quite demanding, authenticity-driven group that lives in the world of social media. To reach them, we needed to speak their language, understand their world, values, and online habits.
A tough nut to crack? Sure. But at GoldenSubmarine, we crack tougher ones before lunch.
The Execution
The essence of Brainer drink is focus. That moment when your brain switches into top gear. And that became the heart of our message: “Don’t be a non-brainer, grab a Brainer” Then we kicked off a proper brainstorming session — the outcome? A full-scale campaign that flooded the internet.
The hero ingredient of our communication was an energetic rap track showcasing Brainer’s benefits and directing people straight to the shops where they could get it. We teamed up with rapper and producer RAU. It wasn’t our first collaboration, and we have some awarded projects with him under our belt.
We wrapped the track in a wild, abstract music video, totally “Brainer-style.” The film brings together everything young people currently vibe with on social media: memes, absurd humour, quirky animations, and AI-generated characters with exaggerated, oversized heads bobbing to the beat.
To top it off, we launched a TikTok activation encouraging youngsters to share their photos or videos featuring Brainer. And honestly, they smashed it! And so did we.
