Red Bull, Monster, and Rockstar have almost total dominance in the energy drink space, but they all tend to make their consumers look like herm-yarling monster truck rally enthusiasts.
With its sleek, discreet design, we decided to position Xyience as the energy drink for the working world. It’s a can that you can proudly display on your desk to show off how intense your energy and focus are—without creating the perception that the reason you’re tired is because you were out late the night before at a punk show.
Our competitors like to use spokespeople like Shaun White or Tony Hawk to communicate their edgy, outrageous branding. But who's the Tony Hawk of corporate America?
Denise from HR. The ultimate human resources director.
The Denise from HR digital videos greatly exceeded the VCR benchmark with an outstanding overall VCR of 93% (KDP portfolio historical benchmark is 70%), showing that the creative grabbed viewers’ attention and kept it.
Houston saw the biggest gain in velocity lift vs. other markets and total US (+26.5%.)
Xyience buyers grew +12.4% during the campaign period vs. prior period.
Xyience Trial grew during the campaign, +23.3% vs. the prior period.