Given the frequent opportunities to drink and the high social demands inherent in the college environment, students are at risk of resorting to alcohol overconsumption as a means to alleviate social anxiety. These social situations often place alcohol at the forefront, leaving those who opt for sobriety feeling alienated. Additionally, this demographic is more prone to engage in binge drinking and represents the age group most often involved in alcohol-impaired fatal crashes. Lucid, a low-calorie energy drink brand, aims to address this issue by offering an alcohol-free alternative. With a focus on inclusivity and information, Lucid fights against social exclusion, all while fostering a positive and vibrant atmosphere. Lucid endorses the college party experience but advocates for responsible behavior at the same time.