SYDNEY: Boca Lupo, an Italian energy drink which is new to the Australian market, is launching a marketing campaign to raise brand awareness.
The "Follow the Wolf" campaign, created by digital agency Soap Creative, is based around a new website where consumers are invited to follow a wolf through an Italian forest.
By the end of the interactive journey, the user finds they have gradually transformed into a wolf. They are asked to "join the pack" and can then interact with other users in real time.
"Boca Lupo is set to be a powerful challenger in the energy drink category, so we challenged Soap to create a launch website with real cut-through," Boca Lupo brand manager Joshua Passaro said.
Soap creative director Bradley Eldridge said: "This is an exciting new brand, that is being launched with print, outdoor and point of sale. However, in the absence of a TVC, we identified online to be the channel that would really embody Boca Lupo and educate consumers about the product."
Boca Lupo is created and distributed by Cantarella Bros., which is an importer and producer of European foodstuffs.
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