CREATING A NEW ENERGY OCCASION BEYOND CAFFEINE.

The challenge:

Launch a unique product that challenged how consumers traditionally understand energy drinks: an OxyShred Energy product without caffeine. The challenge was to make the concept easy to understand, while giving consumers a clear reason to choose it in moments where regular energy drinks may not fit.

Infinity also needed to feel connected to the OxyShred ecosystem, while having its own distinct role, tone and visual identity within the portfolio.

The strategy:

Position OxyShred Infinity around occasion, not just function. Rather than explaining caffeine-free energy in a technical way, the strategy was to show when it made sense: later in the day, at night, during social moments, or anytime consumers wanted flavour and energy without disrupting sleep.

From a brand and communications perspective, the product needed a softer world than core OxyShred Energy. While OxyShred Energy is bright, bold and high-impact, Infinity was shaped around a later-day occasion - something closer to sunset. The look and feel leaned into lighter pastel colours, softer tones and more lifestyle-led storytelling to help consumers understand its role in the range.

The execution:

Launched in collaboration with 7-Eleven, using a high-impact CGI launch post to create intrigue, communicate the product and drive awareness of where to find it. The hero launch post generated 8M+ views.

From there, we worked with KOLs to create tailored pieces of content that each told a different part of the product story — from later-night routines, to caffeine-free energy, to social occasions and moments where consumers wanted something exciting without the crash or sleep disruption.

The campaign used brand world-building, visual direction and creator storytelling to make a new product behaviour feel simple, desirable and easy to adopt.

The results:

• 8M+ views on hero launch content

• 2x category velocity versus market

• Built awareness and education around a new caffeine-free energy occasion

• Strengthened OxyShred’s portfolio beyond traditional caffeine-led energy

Why it worked:
The campaign made an unfamiliar product feel instantly relevant by anchoring it in real-life occasions. Instead of asking consumers to understand “caffeine-free energy” as a technical concept, we showed them when they would want it and why it mattered.

Paired with an intriguing launch moment and tailored creator content, Infinity became more than a product extension - it opened up a new consumption occasion for the brand.