Since the formulation contains theanine (which aids in concentration), the drink is pitched as one that helps focus. I recall working on this category briefly ages ago and the category codes were all about high voltage action – one of the popular commercials for Lucozade featured Laura Croft in an animated action drama. This execution is almost Jungle Book like with a grizzly bear (Samuel L. Jackson’s voice) guiding the little Tiger Woods. The mandatory product window is handled smartly – there’s a literal waterfall of Focus and Tiger slurps from it.
According to the PR blurb this campaign createdin collaboration with Woods commands attention and portrays key moments that influenced Woods and his ability to focus and excel. “Like everyone, I’ve worked hard to overcome challenges throughout my life, and ‘Woods of Wisdom’ showcases some of the moments that have shaped my ability to focus,” said Tiger Woods. I think it’s quaint and so unlike a typical sports drink ad for athletes.