THE CHALLENGE: Let the world know that before Red Bull and Monster there was another energy drink, Manhattan Special Espresso Soda, made in New York since 1895. These OOH posters remind us of a few times when Manhattan Special just might have given Americans the jolt they needed when it mattered most.
The posters generated greater awareness of the brand in the NYC Metro area which led people to ask their local delis if they carry Manhattan Special. The result? The delis took note of the increased demand, resulting in a 20% uptick in sales that summer.