Animal Rage
Animal Rage is a pre-workout powder mix. If you've ever used a pre-workout product, then you know the effect it has on your physiology as well as your perception. After taking some, your skin might tingle and itch; you are more alert, and feel a sense of confidence in the gym. Many a lifter has hit a PR while using a pre-workout. One interesting thing to note here is that the ads deploy colors. The lack of color (B/W) was one prominent visual signifier of the Animal brand, and it wasn't often that we turned to color in our advertising. From a brand perspective, every element matters when you are trying to bring a brand to life–from the smallest to the biggest.
When training hard "under the influence" of a powerful pre-preworkout, you
might feel as if your entire body is on fire. Using bright colors, I
wanted to link that sensation to the product, Animal Rage. The four ads below correlated to four ideas, 3 of them functional, and 1 psychological. By taking Animal Rage, you could expect energy, focus and intensity. These were things you could easily feel when taking Rage. The fourth, insanity, is a state of mind, something more out of body, transcendental. Of course the color in the ads also related to the color of the actual powder itself, potentially creating a trigger*.
Energy
Focus
Intensity
Insanity
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MORE | *I wanted
to create a "trigger." In psychology, a trigger is a sensory reminder
that elicits specific memories. In other words, it connects one thing to another. For example, think of peanut butter–what comes to mind? Many would say jelly, as in PB&J sandwiches. Marketers use triggers to connect
something to a specific product, and it's one way to create virality (if
successful). Color can often function as a trigger. Before Halloween, marketers at Hershey's might consider advertising Reese's Peanut Butter Cups. If they can successfully link the color of the packaging to the color of brightly lit jack-o-lanterns, a strong connection might be established in the minds of consumers–both the parents who dole out candy as well as the kids who consume them. As an aside, quick question–in the Insanity ad, does the face remind you of anyone? Maybe I'm crazy, but I see De Niro's face from "Taxi Driver." Maybe it's just the mohawk.
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MORE | Additional Animal product ads can be viewed here.