The project focuses on the development of the launching campaign of Boom Power, a new brand in the category of energy drinks that is entering the market with a new product that contains maca, guarana, ginseng, theine, caffeine, taurine, and is sweetened with natural yacon extract. The marketing goal of the launching campaign is to achieve 12% market share by the end of the first year of operations. After investigating the national context, the product’s category and the target audience, it was possible to identify the insights of the target audience and see how their lifestyle influences the decision to purchase energy drinks regardless of their socioeconomic level. The target audience has a fast pace of life, prioritizes work over other aspects of their life and, even if they’re stressed, considers such a motivation to work harder. That is why Boom Power was created, an energy drink...