Power management software for IT equipment is boring. Energy drinks that make you shoot laser beams out of your eyes are not. So, when Eaton wanted to promote the time-and-headache-saving benefits of their power management applications, it was bye bye software, hello soft drink. Billed as the first-ever energy drink for IT pros, Cold Reboot tapped into IT pro’s love of nerd humor to get them to give Eaton’s software a taste test. It started as a spoof drink, but the clients and community loved it so much that we made it into a real, drinkable drink.

I also wrote this fun case study video.