Where did your vision come from for Wake Drinks?
Back in 2013 I was living in Malaysia when my idea for Wake Drinks first took hold. I noticed that Sports/ Energy drinks were incredibly popular in Asia so much to the extent that local people even believe that a certain brand of Sports drink could cure conditions like dengue fever?
I also observed that the Union Jack and British culture has a really strong presence and popularity in places like China and South East Asia and this really stuck in my mind. So when I returned to the UK, dare I say it, I literary had a light bulb moment - why not create a sports drinks that had the brand ethos of the UK that would appeal to Asian markets. I painted my idea of the can design with oil paints on a canvas and ''Wake Drinks'' was born.
What have you learned on your brand journey?
I have learnt that anything is possible, if you get knocked back then pick yourself and move onto the next challenge, there is plenty more fish in the sea, I would also say there's a lot of people who will give you advice some of it very useful and some not at all, you have to judge what is best for you and that works for your plan, It does feel sometimes that you sit a lot of time on the fence for decisions to be made so patience is a key part of my strategy.
How would you describe Wake Drinks?
A premium sports/energy lifestyle drinks brand made for the 21st century. Wake thinks more about the consumers needs and is lower in caffiene, does not contain taurine but crucially delivers on flavour making it a far superior taste than any other product on the market.
What does your brand stand for?
As well as the 3 main key areas: taste, ingredient content and brand positioning. Wake stands for a quality product that people can trust. We also try to create a movement about the World of Wake, i.e lifestyle following, a premium brand that people want to be associated with and follow its exciting journey.
Do you use social media? Does it work for you?
We use all the main Western social media platforms such as Twitter, Facebook, Instagram etc ,and for China we post on the platforms Weibo and WeChat. Yes it does work for us. We create content such a high profile sports events, lifestyle posts with the aim of driving Wake's brand awareness to gain followers and convert these into physical sales.