TANKBAR
B2C Launch Campaign
With Tankbar, we supported the transition from a B2B product to a consumer brand in 2026. After successfully placing smoothie stations in offices, the next step was to launch direct-to-consumer sales and anchor the brand in the minds of a new audience within a short timeframe.
We developed the multichannel campaign “Juicy January” as a deliberate counterpoint to the typical detox narrative. While most brands focused on discipline and reset, Tankbar made January juicy. Enjoyment instead of restriction. Attitude instead of moralizing.
The campaign was rolled out across DOOH and social performance. DOOH created visibility and recognition in public space, while social media acted as both storytelling and conversion platform. Conceptually, we adopted the POV of the smoothie itself. The brand speaks from the product’s perspective. Direct. Confident. With a wink. Headlines such as “GYM BRO KKOLI” and “ROHES NEUES” worked as sharp hooks in outdoor placements and as entry points into deeper social assets.
Co-founder Janosch Nietlispach played a central role as brand ambassador. As the face of the campaign, he added reach and credibility among Zillennials, connecting product benefits with everyday relevance and entertainment.
Rawcut was responsible for concept, creation and visual language. Media and social performance were executed together with Swissper within the THRYVE Group.
The result is a clear brand-building case: transforming an office product into a lifestyle brand with attitude, recognition and measurable performance. show less
show moreWe developed the multichannel campaign “Juicy January” as a deliberate counterpoint to the typical detox narrative. While most brands focused on discipline and reset, Tankbar made January juicy. Enjoyment instead of restriction. Attitude instead of moralizing.
The campaign was rolled out across DOOH and social performance. DOOH created visibility and recognition in public space, while social media acted as both storytelling and conversion platform. Conceptually, we adopted the POV of the smoothie itself. The brand speaks from the product’s perspective. Direct. Confident. With a wink. Headlines such as “GYM BRO KKOLI” and “ROHES NEUES” worked as sharp hooks in outdoor placements and as entry points into deeper social assets.
Co-founder Janosch Nietlispach played a central role as brand ambassador. As the face of the campaign, he added reach and credibility among Zillennials, connecting product benefits with everyday relevance and entertainment.
Rawcut was responsible for concept, creation and visual language. Media and social performance were executed together with Swissper within the THRYVE Group.
The result is a clear brand-building case: transforming an office product into a lifestyle brand with attitude, recognition and measurable performance. show less
