When re-positioning Mamba for the US market, we learned our target group was busy hustling and turned to Mamba when they needed to chill and recharge. We named this group “Whac-a-Mole Warriors” and tapped into their emotional need for a momentary break as the impetus for the “Take a Beat” campaign. After three hugely successful years of the campaign, we leveraged the TikTok trend of looping videos to demonstrate that no matter where you are, your chill is waiting. The campaign led to a 63% increase in sales and helped re-ignite love for this classic brand.