For Awake Chocolate, we set out to turn Daylight Savings Time into a moment the brand could truly own. Since Awake bars and bites deliver the same kick as coffee or energy drinks—wrapped in a delicious chocolate-y hit—we built a campaign around the idea that a little extra energy creates a little extra time. We called it “The 25th Hour.”
From on-campus experiential pop-ups to playful guerrilla stunts and digital ads, the campaign invited people to reclaim that “extra hour” and put it toward whatever they do best. The tone was bold, cheeky, and unmistakably Awake: energy that helps you squeeze more life into your day—literally.
For the rollout, we delivered a full suite of digital ads, plus on-campus experiential and guerrilla activations designed to spark surprise, sampling, and social sharing.
PERFORMANCE
The campaign drove a 47% rise in overall brand awareness, a 38% increase in product trials, and more than 2.4M digital impressions across student and young professional audiences. The combination of stunts and chocolate-fueled energy moments made Awake one of the standout challenger brands of the season.
