Four Loko sought to build a brand identity around its low-cost, high-alcohol content reputation, while also launching a new product line of shots. The problem? Its 21-25 male target rejects “branding.” To survive with this target, Four Loko must be real, relevant and RIGHT NOW. Chemistry created an “unbrand” for Four Loko, built completely around real-time or trending original content. Within two weeks of takeover, Chemistry increased social engagement by more than 500%, and drove more than 2MM views on each of its high-impact videos. That’s not just Loko. That’s Crazy.