Rev
Rev was a brand and product that I was instrumental in creating from scratch. Based on the popularity of Red Bull and Vodka at the time, we helped Bacardi launch a legitimate contender into the market, where it continues to thrive today.
The challenges, as set by Provincial Liquor Boards:
A: We were not permitted create a name for the product that indicated the energy boost.
B: We were not permitted to promote or describe the product’s energy boost, or any of its effects.
C: We were not permitted to add taurine or caffeine to the alcohol to get the desired energy boost.
The solutions:
A: We came up with the name Rev which was submitted and—somewhat surprisingly—approved by the Liquor Boards. Best part, what was not revealed: REV was an acronym for Rapid Energy Vodka. We went on to leak this “rumour” in our guerrilla/underground marketing campaign.
B: We created a design that looked like an energy drink, without saying it in actual words. The name Rev obviously helped in conveying this. As time went on, we pushed the legal limits in our POS as well, using tag lines like “The Ultimate Primer” and “High Octane.” Message delivered, loud and clear.
C: No adding taurine or caffeine permitted? No problem. We added guarana, which had naturally occurring caffeine and was cool to go with—and had the added bonus of being a much sexier ingredient name.
“Guerrilla marketers do not rely on the brute force of an outsized marketing budget. Instead, they rely on the brute force of a vivid imagination.”
Jay Conrad Levinson, author, Guerilla Marketing
In collaboration with then Rev Product Manager Gordon Chisholm, these are the top 12 things I worked on for Rev, in chronological order:
1. The idea, with the proposition of energy delivery. 2. Inclusion of caffeine. 3. Product name. 4. Container substrate—PET, lightweight and droppable while engaged on the dance floor, without fear of breakage. 5. Container shape and design. Narrow, thin cylinder for ease of holding and ease of insertion into your pocket. 6. Liquid colour, giving the impression of energy. 7. Plastic resealable cap for late night club safety. Easier to dance with. We also had the cap made using glow-in-the-dark plastic to act as a glow-stick for those so inclined. 8. Glow-in-the-dark Rev logo on label for extra fun. 9. Structural as well as graphic design of the retail four-pack carrier. 10. All sales materials for reps to sell Rev to Provincial Liquor Boards and On-Premise Licenses. 11. All POS materials. 12. Creation and implementation of The Rev DJ Tour for Rev's initial guerilla marketing launch into the club scene of 2000.
“Shortly after moving to the position of Low Proof (RTD) Brand Manager at Bacardi Canada, Don (or “Boykie” as I nicknamed him being from South Africa myself), resuscitated an idea he had seeded with my predecessor Graydon Lau. That idea was inspired by guarana infused soda of which I discovered several samples of in my new desk drawer! In parallel, Europe was experiencing a consumer trend of mixing energy drinks like Red Bull with spirits. Part of our opportunity was the CFIA (Canadian Food Inspection Agency) had banned products with taurine thereby creating a regulatory barrier to entry to the Canadian market. Off we went to ideate, design, launch, and commercialize a trailblazing new product that I definitely could not have launched without Donny. His design knowledge as well as understanding of the market and target demographic proved invaluable. Don and I agree it was one of our proudest accomplishments.”
Gordon Chisholm, Vice President Business Development, Branding & Marketing Strategy & Execution, Paradowski Creative. Formerly, Low Proof (RTD) Brand Manager, Bacardi Canada.
Originally launched in 2000, a redesign was done in 2006. Over 20 years later, Rev is still alive and kicking.
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