As the latest entry into the energy drink category, Outlaw Energy is the maverick of the bunch. He plays by his own rules, and while he may have respect for the law, it’s only in the way a shark respects another shark. The Outlaw man does what he thinks is right and as long as you don’t get in the way, you’re fine. This fiercely independent spirit harkens back to different time and place: The Wild West.
Our recipe for the launch campaign was to tap into the nostalgia for this epic era in American history while speaking in a brash, unapologetic tone-of-voice to give Outlaw Energy a mystique that’s steeped in western spirit and infused with modern badass swagger.