14.7.2009

[vimeo 15357720 600]

Background

The energy drinks are a growing and a profitable beverage segment. The userbase is heavily skewed on young males, even though the consumers need to fight fatigue is very wide and common.

The consumers’ reasons not to drink energy drinks are unambiguous: The taste is bad and/or they are suspiciously artificial.

At this market situation PepsiCo International wanted to offer an alternative option to the current aggressive and male oriented energy drink market in order to introduce new users to the category.

Objectives

Our mission was to create an energy drink concept suitable for Nordic consumers for SoBe Pure Rush –brand.

Our energy drink delivering on the current health and wellness trends was already a success in the taste tests. The taste was much better than its competitors.

The brand needed to be clearly distinct from the synthetic, dark energy drinks offered by the competitors. The idea was to

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bring value both to the consumer as well as to the trade through enlarging the category.

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We narrowed the target group as 20-35 year old urban and socially active people. Pure Rush was first to be introduced to the Norwegian market.

Solution

A sexy modern concept was born around the best tasting energy drink in the market, oozing the joyous message of naturalness by stating ’Release your natural energy’. The brand’s position was to do things the natural way – brightly, colourfully and fashionably.

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The great taste and the natural energy were the key elements when designing and executing the key visual, packaging and the launch campaign ranging from tastings to advertising for Pure Rush.

The utilisation of the supply chain was given a big role, because the power of the dark energy had to be beaten also on the retail level. The conseptualized tastings and the supply chain campaigning were linked together. Thus we made sure that the novelty product reached the target groups taste buds near the decision making point.

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Results

During spring 2009, the launch that started from Norway exceeded all the client’s wildest dreams. During the launch campaign, the market shares in the convenience channel increased as much as 52% and even in retail were up to 30%.

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But the greatest achievement of all was the overall growth in the energy drink category by a dazzling 93% increase in the year-to-date sales.

The launch achieved perfectly its goals, Pure Rush managed to get new users to the energy category. Additionally the consumers purchase frequency started to grow in a more natural way.

After Norway, the Pure Rush brand has been launched in the Nordic countries and in Greece. The concept we created was also launched in Russia under the Ad Life brand.

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