jotting down ideas:

A few alternate ideas:

By drinking sleepy out you are awakening owl like characteristics. 

- eyes of the owl always look forward

    bringing out features of an owl for people drinking sleepy owl coffee.

news report through various medias about owls being active during the day time.

the coffee is strong enough to even awaken the shadow of the person drinking it.

the coffee can 'awaken you' from the fantasy dream that you are in.

finally picking on the place you need to stay awake most: on the road

integrating road signs with a cup of coffee.

a photoshoot of the cup of coffee

final result