Take some thing that gets a raw deal and turn it around, change peoples opinions of it...
The idea was to take Buckfast and change the way people view it, by re-branding and marketing it towards a new target market. Currently Buckfast has reputation to be popular among NED culture in Scotland, it has a cheap image and is usually associated with violence and ASBO culture.
My aim was to take the positives from the drink (it sweetness & stimulating caffeine content) and soften its image, targeting it to females 18-30 who work hard and like to party at the weekend in a more responsible manner.
The concept... Stimulating cocktails