Black Insomnia
The Specs
Client
Black Insomnia Coffee
Industry
CPG
Services
Media & Digital Strategy
Social Media
Creative & Content
Not for the Faint of Caffeine
Black Insomnia had earned a cult following for its extreme caffeine levels—but growth had stalled. In a crowded coffee category full of calm morning rituals and generic java, the brand needed to wake up a new audience. Our mission: crank the volume, spark curiosity, and position Black Insomnia as the go-to fuel for those who live on the edge.
Approach
Fuel for the Fearless
We repositioned Black Insomnia as more than just coffee—it became a badge of honor for high-performance, high-energy lifestyles. With bold visuals, punchy messaging, and a digital strategy built to target energy drinkers, gamers, and adrenaline junkies, the campaign broke through the noise with unapologetic intensity. It didn’t just sell caffeine. It sold challenge, identity, and edge.
Results
Award-Winning Impact
The campaign reignited Black Insomnia’s momentum, driving significant growth in new customer acquisition and expanding the brand’s presence beyond traditional coffee drinkers into energy-driven markets like performance professionals and adrenaline-seeking consumers. With bold creative and a focused strategy, the brand didn’t just stand out—it stood tall, earning national recognition with a Graphis Award and a coveted National ADDY.
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