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BURN gets bigger. Not necessarily better

Written by AdNation Editor, Tuesday, 09 March 2010

Even bikers turned up to the BURN relaunch. It’s edgy, see?

Gobsmacking news entered our inbox this morning in the shape of a press release cheekily titled “Size does matter”. It was the third email with that subject line that we’d received today, but this one didn’t go straight to the spam mail folder, so we opened it. And thank goodness we did, otherwise we would never have known that Jumeirah Beach Residence was recently witness to a new world record for the most cans crushed by a vehicle in three minutes. That’s right. Three minutes. Apparently “tens of thousands” of 250 ml soft-drink cans perished in the incident.

Turns out it was all part of the relaunch of BURN, Coke’s energy drink, in a new larger 500ml can. And ‘Size does matter’ will be the line at the heart of the new ad campaign for the drink from Fortune Promoseven Dubai. As ardent fans of the double entendre, we look forward to it.

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