I am not what you would call an early bird. I love the IDEA of greeting the sunrise with open-armed joy, but when 6 a.m. rolls around I want no part of it. So when the brief called for some Big Morning Person Energy, I dug deep. You say you want some mothertruckin’ exuberance before noon? Bam! You want some more? Bam!

This was Torani’s first venture into consumer-town in their hundred-plus year history. These ads set the tone for their campaign, which increased retail sales dramatically and encouraged them to run additional work across print, web, social and other marketing materials.