The premiere of the American blockbuster “Transformers: The Last Knight”, which has already fallen in love with Russian viewers, took place in Russia. No one doubted that the distribution of this film in Russian cinemas would be successful. The pre-premiere promotional campaign began long before the event itself and was bright and ambitious. In support of the film, a variety of POS materials were released: from posters of a wide variety of formats to many branded souvenirs and consumer products.

Gazpromneft acted as a partner of the Transformers: The Last Knight show and, together with the Central Partnership film company, held a co-branding campaign for its G-Drive brand. The main goal of this campaign was to use joint positioning to successfully promote both products – after all, the film best reflects the philosophy of the G-Drive brand – to give each car the unrivaled power that leads to victory.

G-Drive energy drinks became the main object of branding. These power engineers have long gone beyond the retail outlets at Gazpromneft gas stations and they are drunk not only by drivers on a long journey – the advantages of G-Drive have been chosen by the most ordinary people far from the helm.

Clёver Branding specialists were entrusted to solve this interesting and responsible task. The designers of our agency are also big fans of Michael Bay’s creativity, so the work on the new label of the energy drink G-Drive went with great enthusiasm. The label had to look really powerful. For this, it was decided to get rid of small details and a blurry background. Against the background of deep black space, the heroes of the film perform their combat mission. They have no time to stop to pose for the audience: they are in dynamics, in a rapid movement forward to victory. And the large hashtag # THIS IS POWERFUL, placed vertically, amplifies this effect. This label has successfully used the images of the heroes of the film, charged with the energy of G-Drive, which ultimately brings a synergistic effect for both products.

Bottles with the energy drink G-Drive went on sale during the screening of the film in Russia and did not go unnoticed among Russians, which brought additional profits to Gazpromneft. The Central Partnership film company also benefited directly from this collaboration. The worldwide distribution of the film turned out to be more than triumphant: with a budget of $ 217 million, the proceeds amounted to more than $ 605 million. And the Clёver Branding specialists are very pleased that through their work for G-Drive they can share this bright success.