19 July 2017

Upsetting the status quo and introducing Carabao as a challenger brand within the energy drink market was the driving force behind the ‘Wins, Not Wings.’ campaign.

A digitally-led integrated campaign to celebrate Chelsea’s 2017 Premier League title, and produced entirely in-house at W, “Wins. Not Wings” took in national print, outdoor in 15 cities, and wall-to-wall social. It was featured by the club in its official match-day programme, and across Stamford Bridge’s in-stadium digital screens to mark Chelsea’s moment of triumph.

W’s bold, irreverent creative – built around the brand’s sponsorship of Chelsea FC, and executed in a matter of weeks – was designed to increase national awareness and understanding of Carabao in a category previously defined and dominated by one brand.

Our mission was to make consumers aware that there was an alternative – and educate them about its attributes and values.

So rather than trying to compete with biggest name in the market, our strategy was to demonstrate Carabao’s wit and intelligence by directly confronting the competition and “borrowing” its voice to connect directly with our audience.

“Wins. Not Wings” delivered a quantum leap in awareness for Carabao, dominating social, making headlines across the UK, and becoming acclaimed across the industry for its creativity and bravery.

It also directly contributed to Carabao securing its first, vital listings in Morrisons & Ocado, providing solid foundations for its future growth.