Frucor Beverages: Samedi Says

Problem: Launch a new 'supernatural' energy drink that's named after Baron Samedi, a voodoo spirit who's believed to ahve the power to awaken the dead. Solution: Get a real voodoo priest to channel Baron Samedi and ask himt o come up with the ideas to advertise this product himself. This gave credibility to the 'supernatural' energy claim and provided an intriguing backstory to a brand that didn't have one.