Developing an energy drink that challenges the “NPC” loop of everyday life

In 2022, Bavaria set out to enter the energy drink category. But in such a crowded and competitive segment, we needed a different approach to stand out.

We found that most brands in the category were pushing the same narrative: “thrive, push, fight” through everyday life—treating energy as a fuel to merely survive. It was a world where most people were portrayed as NPCs (non-playable characters) stuck in a monotonous loop.

But Colombians don’t see themselves that way. They describe themselves as creative and resourceful: “I have my day planned, but unexpected things happen—and I have to get creative to solve them.”

Fusion was created to empower people to use their energy with ingenuity and stay on top of their game. To help them turn the unexpected around by unlocking their natural resourcefulness.

We developed the brand strategy and launched Fusion with the invitation:
“Try Fusion and Turn Your Day Around.”