MANHATTAN SPECIAL SODA: Out of Home
THE CHALLENGE
Long before Red Bull and the modern energy drink, Manhattan Special was giving New Yorkers a serious caffeine kick with its espresso coffee soda, brewed in Brooklyn since 1895.
The opportunity: turn the brand’s 100+ year head start into a reason to reconsider what an energy drink could be.
THE SOLUTION
I created a campaign that imagined Manhattan Special lending its caffeine boost to some of history’s more exhausting moments.
The result positioned a cult Brooklyn original not as an old-fashioned coffee soda, but as the energy drink that was there first.
Up Next: