We couldn't compete with the major players in the sports drink category on a brand level.
Where we can compete is our ingredients.
Introducing
“Drink The Ingredients, Not The Brand.”
We doubled down on our ingredients label and turned that into our branding, PR stunt and in-store activation.
We advertised right next to The Coca Cola sign, Powerade and Gatorade ads.
The bottles were made available for purchase in-store, followed by Woolworths stocking the tonics for the first time across Australia.
We also asked consumers to shed light on what goes into some of the drinks out there.