U was created as a business model based on an energy drink for people who lead an active and sporty life, more and more of whom are posting videos of their activities.
The design challenge was to create a community interested in the combination of the two factors: energy drink and video. The added value is the personalisation of the container and contents according to certain parameters, with the proportion of ingredients varying in line with the consumer's taste.
There are three parts to the project. The first comprises four drinks models used for different functions which act as a reference for viewing the image changing from the container. The second is more specific and associates U with other brands, personalising a common energy drink and providing overall publicity. Finally, the social part is aimed at a public interested in creating an exclusive model. It allows the personalisation of the container image to identify the user and secure a web space on which to post private videos that are always about sport. Community votes will be used to hold a monthly competition and the winning video will be used as a TV advertisement.
