Category launch inspires Millennials to “Go.Do.Be”

Category launch inspires Millennials to “Go.Do.Be”


Benenox is the only energy boosting supplement you take before you go to bed.

So, when Thornton & Ross asked the missiontm Agency Bray Leino to help them launch it, they couldn’t wait to get started; this is more than a new product, it’s a whole new category.

The campaign spans press, out of home, online and social media. Bray Leino also hosted a live ‘mindfuel’ event with The School of Life, featuring TED-style presentations (also streamed on Facebook).

Benenox works by helping your brain recharge overnight. It’s perfect for ambitious Millennials; people with places to go and things to do. People who need to be on their game.

That’s where the creative idea came from, the rallying cry: “Go.Do.Be”

The product can be found on Amazon, an increasingly effective sales channel for health supplements, where the platform’s trusted rating and review mechanism means customer feedback drives further sales.

Bray Leino CEO Kate Cox, said: “‘Go. Do. Be’ encapsulates Benenox’s proposition perfectly.  We’re excited to see this extensive multichannel campaign break and catapult the brand into the world of Millennials.”