How can M-150 stand out in a generic energy drink category and become the most relevant energy companion for blue-collar workers?
For blue-collar workers, energy is directly tied to performance, income, and responsibility. They cannot always afford to stop, so they need energy that helps them keep going through long and demanding hours.
THE LOGIC
THE IMAGINATION
THE APPROACH
We redefined and expanded #BisaLagi into a flexible communication platform that connects M-150’s functional performance with the emotional payoff workers gain from being able to keep going. Through different “Bisa ___ Lagi” expressions, M-150 could communicate how its energy helps workers keep performing while also celebrating the better outcomes, confidence, and pride that follow their effort.
