ORONAMIN C
Nobody could say it. Everyone remembered it.
THE CHALLENGE
Oronamin C is a Japanese energy drink entering a new market with a genuine problem: its own target audience couldn't pronounce its name. In a category owned by names like Red Bull and Monster — punchy, one-syllable, impossible to forget — being the unpronounceable one is a serious disadvantage.
The standard playbook would be to polish the brand, minimise the name issue, and spend on awareness. We took the opposite position.
THE OUTCOME
Oronamin C launched with a personality — which is the most valuable thing a new brand can have. The 'Say My Name' approach gave the brand its first clear identity in the market: energetic, self-aware, and genuinely entertaining. The campaign established the creative foundation for everything that followed.
THE WORK
- Campaign concept and strategy — the 'Say My Name' platform
- Scripts written for 3 Digital Video Commercials (DVCs), each built around comedic scenarios of people struggling to say the name
- Multiple format adaptations for platform-specific distribution (TikTok, Instagram, YouTube)
- Talent management end-to-end — casting, briefings, and on-set direction
- Full production: filming, directing, post-production
- Photography for ongoing social media content
- Final KV outputs for all campaign formats
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