The brand philosophy has concentrated on the clandestine youth culture, celebrating being free and living and doing the extraordinary, no matter the circumstances and regardless of society’s ideals. The Griffin Movement was designed to inspire a life outside the ordinary and engage consumers using graffiti, blogs, Facebook and Twitter.

“We felt the need to expressively change our business to take advantage of the new competitive environment and the opportunities it presents. Having decided to transform on the business front, it seemed logical to align the branding as well. We challenge ourselves to constantly seek out the extraordinary … to go beyond what is comfortable, safe, and secure in order to stay relevant. The new logo represents a constant process of growing and expanding beyond where we are. It’s about creating bigger goals and visions, non-stop expansion - just like the Griffin has a keen vision and tenacity,” says Yigit Yokus, brand manager for Coca-Cola.

The Griffin Movement rolled out in two phases, the first being the introduction of the Griffin through graffiti walls, blogs and other social networking platforms while public relations amplified the messaging through a creative media engagement campaign. A Power Play television advert introduced the Griffin and the philosophy, and inspired a following for the movement’s primary tenet to do things differently. The second phase of the campaign will introduce short documentaries of real-life heroes with extraordinary stories who advocate living outside of the norm.

The rebrand is in line with Power Play’s focus on strengthening its reputation through self-expression, aspiration and empowerment. As the most popular energy drink on the market, Power Play provides the energy that sustains the spirit to produce the extraordinary; it is edgy and fresh. The Griffin Movement has brought the brand to life and reinvented it not only within the category but within the beverage market itself.