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White Hard Rock Energy drink logo
Hard Rock Energy Marketing by C&I Studios Bearded tattooed man sitting on a throne holding a Hard Rock Energy drink posing for camera

Hard Rock with Chris "The Birdman" Andersen

After spending $25,000/month on a marketing retainer with a different agency, Hard Rock Energy had very little to show for it.

 

Upon seeing a newspaper article about C&I Studios, they approached us, confident that we were the perfect fit for their company. Our primary goals for Hard Rock Energy were content creation and distribution, and establishing a well-known spokesperson for the brand. In a very short window of time, we had to deliver a full advertising plate of Graphic Design, Photography, and Video Production to market their new product nationwide.

 

Due to pitfalls with their former marketing agency, Hard Rock Energy had absolutely no product photos of their new energy drink collection, so that’s where we started.

 

Bold, seductive lighting was the main aesthetic for the product shoot. This, combined with a few tricks of the trade, made this simple product shoot POP! It was important to show that the three flavors coexist while also standing independently, so we photographed a diverse collection of their product in groups and individually.

Hard Rock Energy, Marketing by C&I Studios Three cans of Hard Rock Energy drinks on display
Hard Rock Energy, Marketing by C&I Studios Closeup of three cans of Hard Rock Energy drinks on display
Hard Rock Energy, Marketing by C&I Studios Three cans of Hard Rock Energy drinks on display
Hard Rock Energy, Marketing by C&I Studios Closeup of can of original Hard Rock Energy drink
Hard Rock Energy, Marketing by C&I Studios Can of Paradise Punch Hard Rock Energy drink on display
Hard Rock Energy, Marketing by C&I Studios Closeup of can of Sugar Free Hard Rock Energy drink

Branding For A New Audience

Content is absolutely necessary, but it isn’t effective unless you place it in front of the right audience. So, in phase 2 we tackled distribution. The initial test markets were in Chicago and South Florida.

 

In order for our distribution tests to provide valuable information on Hard Rock Energy’s prime consumer-base, we needed diversity. In Hollywood, FL there is a very popular Hard Rock Hotel & Casino, so we placed select advertisements in this location. Chicago, Illinois, on the other hand, is only home to Hard Rock Cafe. We chose this location to see how consumers outside of the casino culture would respond to our ads.

 

We produced billboards to be erected on heavily-traveled highways in both locations, took out ad space in several major newspapers, promoted videos, and digital ads, and initiated online takeovers of news sites, all using the tagline we helped to develop, “Give Your Tastebuds A Break.”

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Hard Rock Energy, Marketing by C&I Studios Bearded tattooed man posing for camera holding a can of Hard Rock Energy drink
Hard Rock Energy, Marketing by C&I Studios Ad with three cans of Hard Rock Energy drinks on display
Hard Rock Energy, Marketing by C&I Studios Ad with three cans of Hard Rock Energy drinks on display
Hard Rock Energy, Marketing by C&I Studios Bearded tattooed man posing for camera with arms crossed with a mohawk
Hard Rock Energy, Marketing by C&I Studios Hard Rock Energy Billboard 1
Hard Rock Energy, Marketing by C&I Studios Hard Rock Energy Billboard 2
Hard Rock Energy, Marketing by C&I Studios Hard Rock Energy Billboard 3
Hard Rock Energy Drink Marketing by C&I Studios Bearded tattooed man wearing a red Hard Rock Energy jersey and black shorts holding a guitar
Hard Rock Energy Drink Marketing by C&I Studios Bearded tattooed man wearing a red Hard Rock Energy jersey and black shorts holding part of a guitar with other guitar parts flying around
Hard Rock Energy Drink Marketing by C&I Studios Bearded tattooed man wearing a red Hard Rock Energy jersey and black shorts holding part of a guitar with other guitar parts flying around

Photographing Chris "The Birdman" Andersen

Finally, we wanted to make sure that Hard Rock Energy had a recognizable name attached to their brand. When they informed us about their relationship with Chris “The Birdman” Andersen, we knew he’d be the perfect fit.

 

We needed to produce enough content to last about a year so we developed multiple concepts for the upcoming photo shoot. However, working under such short notice meant that Chris Andersen was only available for two hours — one of which was consumed by local media interviewing him. What happened in that next hour was a flurry of activity, make-up artists, lights flashing, and models posing.

 

In the end, we pulled it off! Generally, one hour is not nearly enough time to allow for a wide array of concepts, but we were able to work within the constraints and provide a superior plate of marketing materials for Hard Rock Energy to circulate throughout the year.

Hard Rock Energy Marketing by C&I Studios Bearded tattooed man holding guitar in one hand and a basketball in the other sitting on a throne posing for camera wearing a black Hard Rock tshirt
Bearded tattooed man holding Hard Rock Energy drink in one hand and a guitar in the other sitting on a throne posing for camera wearing a black hooded jacket
Hard Rock Energy Marketing by C&I Studios Bearded tattooed man playing a guitar on a throne posing for camera wearing a black Hard Rock tshirt
Hard Rock Energy Marketing by C&I Studios Side profile of a bearded tattooed man wearing sunglasses slamming a guitar on the floor wearing red Hard Rock Energy jersey with black shorts
Hard Rock Energy, Marketing by C&I Studios Side profile of a bearded tattooed man drinking from can of Hard Rock Energy drink wearing red Hard Rock Energy jersey with black shorts holding a basketball
Hard Rock Energy, Marketing by C&I Studios Bearded tattooed man holding two women holding Hard Rock Energy drinks next to him posing for camera
Hard Rock Energy, Marketing by C&I Studios Hard Rock Energy Birdman Closeup of bearded man in black tshirt getting makeup applied by makeup artists surrounded by women holding cans of Hard Rock Energy drinks
Hard Rock Energy Marketing by C&I Studios Bearded tattooed man holding guitar in one hand sitting on a throne surrounded by women posing for camera wearing a black Hard Rock tshirt with a cameraman taking a picture of them
Hard Rock Energy Marketing by C&I Studios Bearded tattooed man holding Hard Rock Energy drinks with tattoo artist working on a tattoo with an assistant standing nearby
Hard Rock Energy Marketing by C&I Studios Bearded tattooed man holding Hard Rock Energy drinks with tattoo artist working on a tattoo with an assistant standing nearby
Behind The Scenes
Hard Rock Energy BTS Tattooed man with mohawk getting tattooed by tattoo artist
Hard Rock Energy BTS Tattooed man with mohawk posing for camera with two women holding Hard Rock Energy drinks
Hard Rock Energy BTS Tattooed man with mohawk posing for camera man and crew
Hard Rock Energy BTS Tattooed man with mohawk posing for camera man and crew holding two Hard Rock Energy drinks
Hard Rock Energy BTS Tattooed man with mohawk talking to crew member
Hard Rock Energy BTS Tattooed man with mohawk posing for camera man and crew
Hard Rock Energy BTS
Hard Rock Energy BTS
Hard Rock Energy BTS
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