It's a claim that anyone could have made, but we especially like this example as it shows that by "sticking with the same claim", it becomes ownable and synonymous with the brand.  The claim focuses on the core benefit of an energy drink in way that is irreverent, fun and cheeky.  It absolutely stands out, especially with big media spends and consistent investment in the same claim since 1992.  The animated commercials are also so clever, as part of a campaign that has been broadcast in over 170 countries worldwide.

Looking for new claims for your own brand or business?  Read one of our blog posts on how we help leading brands to generate winning claims.