Samurai – Taste of Confidence

Energy drink Samurai turns on the confidence and gets the girl (and the results).

Challenge

Samurai, an energy drink under the Coca-Cola umbrella, wanted to make splash and stand out in a market that was dominated by its competitors. The brand, however, had only a limited budget to work with.

Strategy

Samurai is not only energizing, but tasty, too. And when something is tasty, it arouses a desire to own it. Although the target audience of urban males was adventurous, masculine and down to earth, we sensed a lack of confidence holding them back from achieving their objects of desire, or goals. So we came up with the “Taste of Confidence” tagline in 2014 as the campaign’s theme.

Execution

The TVC showed a regular man chugging a bottle of Samurai and, being recharged with confidence, going head-to-head in a series of challenges against a villain to lay his hands on the object of his desire (a hot girl).

Results

Within three years of the campaign’s launch, Samurai was the market leader in the energy drink segment in Cambodia, with sales double the volume of the second-placed brand. Cambodia also became only the second market globally where Samurai leads the energy drink market.

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