Passport gives Mother cans a morning glow

“Mother Revive provides Aussies with a wake-up call for the mornings when they are most in need a lift,” said Pamela Wyatt, Mother marketing manager. “We have seen large growth in the morning energy segment in similar markets like the US and are encouraged by its potential locally.”

That's why the can is white, Passport design director, Ed McLaughlin explained. “The white can is seen as the daytime equivalent to the core Mother which is black. White is less hardcore/nightclub and more approachable for a wider audience, including females.”

It uses Camo typography, McLaughlin said, to reference “an emergency response unit, i.e. ‘rescue in a can'. The military style type demonstrates that Revive will save you, the morning after a big night.”

...And, no doubt, because the target market will respond to a font style that is trendy. The idea behind Camo fonts is to confuse the logic driving optical character recognition devices so something typed in Camo can’t be scanned and algorithmically converted to computer-comprehended text.

The drink itself has a lemon-lime flavour with a heart-starting kick from added caffeine, tea and yerba mate.Yerba mate is a traditional South American herb that has long been used to make a form of tea.

The launch is being backed by an appropriately multimillion dollar media spend from March 9 to late April, across TVC, cinema, radio, mobile, digital, large scale out-of-home creative including bus shelters and train station cross tracks, in-store point of sale executions, sampling activity and PR.

The TV campaign is by McCann Melbourne, whose Dumb Ways to Die campaign for Metro Trains last year is the world's most awarded campaign ever (Gunn Report, February 2014). Strategy is by Naked Communications. Media is by Ikon.

Packaging and Point of Sale is by Passport.

Sampling is by Maverick.

Mother Revive launched in four pack sizes: 250mL, 500mL, 4 x 250mL and 4 x 500mL across grocery, convenience stores and petrol stations nationwide.