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Nestle Pakistan wanted to launch an energy drink in a Tetra Pack for two reasons. Nestle juices' portfolio was only available in Tetra Pak's packaging and they wanted to gain market share of energy drinks. Tetra Pak Pakistan wanted to launch an energy drink in their format to prove that energy drinks in a non-fizz packaging format can also work. To resonate with young TG, my creative team came up with the name Caution and my packaging concept was to show them a stop sign. This approach is based on the insight that younger TG loves to rebel. If you ask them to be careful they'll show reckless behaviour. The packaging showed successful off-take at retails and the launch met the business goals in a shorter period. However, due to the low price pre-teen students have started consuming it. It became a concern for Nestle Pakistan therefore they had to discontinue the product.