Gladiator Campaign: targetting differently

Very interesting campaign strategy for a Mexican Energy drink called Gladiator.

They are targeting a different consumer that has not been targeted by other enery drink producers: company employees that need to work hadr and long hours to succeed in their workplace.
They are positioning themselves as different from other enery drinks which have been traditionally been linked to extreme sports and physical activity.
And they are achieving it through a funny campaign that works on insights from its target.

Targeting differently