Source: Sneak Energy
Sneak Energy, the cult gaming functional drink brand, has unveiled a playful new campaign to mark National Pet Month (April), launching a tongue-in-cheek limited-edition pet food range. Initially revealed earlier this month, the campaign captivated audiences by introducing Sneak’s signature flavours in pet-friendly form, tailored for gamers’ furry companions.
The ad will run on YouTube in its full-length format, with shorter, social-optimised versions appearing across Instagram, X, and TikTok. A portrait cutdown will drive traffic to a landing page featuring rescue dogs up for adoption, with the products teased as ‘coming soon.’
The activation, designed to blur the line between reality and parody, saw Sneak Energy introduce ‘Pet Food,’ a conceptual product range (including Dog Sniscuits and Squeak Energy Toy) featuring flavours inspired by its cult-favorite energy drinks. The brand teased the release across its social media channels, generating widespread engagement and conversation within the gaming and marketing communities alike.
Ashley Read, CEO of Sneak Energy comments on the impetus behind Pet Food: “We’ve always asked big, important questions at Sneak – like what would happen if your dog got hold of Sneak? The answer, obviously, is they’d become hyper-intelligent, self-aware, and probably start a furry little rebellion. This campaign is just another way for us to poke fun at traditional ad formats while doing something genuinely unexpected. We love blending absurdity with purpose, and turning a fake pet food ad into a real opportunity to adopt rescue dogs felt like the perfect kind of chaos.”
“We’ve partnered with Dandimission, a brilliant adoption centre in Albania, to help raise awareness of dogs in need of a home. At its core, this campaign is about using the power of social to drive real-world impact – because brands can do more than just fight for space in a feed. They can actually do some good, too.”
The creative campaign was developed to tap into Sneak’s community-driven ethos, leaning on the brand’s signature irreverent tone and vibrant visual identity.
Over the following weeks, the campaign will unfold with interactive content: a carousel of adoptable dogs with playful bios (Instagram/X), a behind-the-scenes TikTok capturing the making of the ad, and product-focused posts showcasing Sneak-branded dog toys and biscuits – keeping the conversation alive throughout April.
Ashley Read, CEO of Sneak Energy, on the creative approach for Pet Food:
“At Sneak, we’ve always been about flipping traditional marketing on its head, so when it came to National Pet Month, we saw an opportunity to push things further. We launched Pet Food on April Fools’ Day as a playful ‘what if’, but behind the joke was a real initiative. By hacking familiar ad formats and making adoption just a tap away, we’re proving that social media ads don’t just have to sell—they can surprise, disrupt, and even make a real-world impact. It’s about showing that brands can do more than just take up space in a feed; they can use that space for good.”
Leveraging organic social engagement, influencer participation, and user-generated content, this campaign successfully reinforces Sneak’s ability to create high-impact, culturally relevant activations that resonate with its audience. By combining humour, digital-first storytelling, and community interaction, the campaign aims to drive significant traction across gaming and lifestyle spaces, further cementing Sneak’s position as a brand that thrives on bold, unexpected ideas.
Credits:
Client: Sneak Energy
Production Company: Caravan
Director: Alex Nicholson
Director of Photography: Shpëtim Baça
Producer: Blerta Kelmendi
Art Director: Denisa Oruci
Art Assistant: Klodi Jahaj
