OUTDO YOURSELF

Issue: Carving out a distinct and relevant positioning in the budding, yet cluttered and ill-defined fitness drink category. While core fitness-minded consumers are up on their functional nutrition and fuel, among them is a discerning audience who hasn’t found a performance energy brand that fits their higher-level, sophisticated needs.

Insight: A true competitor strives for their best, but no matter the effort, they will eventually reach the limits of what their bodies can do. In order to outdo themselves, they need to hack the body.

Idea: Outdo you. To give credit to the gym-goer and acknowledge the relentless commitment and effort they put into every day, hour, and minute, we partnered with larger-than-life athletes and produced a steady stream of content that pushed beyond what was thought the common athlete was capable of.

Impact: In Year 1, we exceeded sales goals. In Year 2, we dethroned the then-category leader, Bang Energy, to become the number one performance energy beverage.