Case History Database

Interestingly, there are very few if any, examples of brands that have failed and then have been successfully resurrected. Mother is the exception. Despite being launched with massive spend and fanfare, Mother was initially rejected. Rebuilding the brand was an enormous challenge, especially with a sixth of the original launch budget. This study demonstrates how innovative thinking and ballsy advertising took a brand from the brink of deletion to a major player in the energy category; the no. 1. energy can with 30% volume market share, the fastest selling energy brand with over 900% ROI. That’s a mother of a return!