We were tasked with launching Energade Zero, as we sought to take it to a wider fitness conscious audience. The new iteration in the Energade offering was created for all active consumers at any stage of their fitness journey that were seeking a hydration offering. It aims to provide them with all the functional beverage requirements of the Energade they know and love to sustain their active lifestyles, but without the sugar and calories.
We developed an integrated campaign that would appeal to an Energade loyalist who has recently embarked on their fitness journey. The campaign features The Springboks and The SPAR Proteas, who have been sponsored by Energade for years. We also incorporated everyday “vitality seeking” individuals that are starting their exercise and fitness journeys.
The purpose of this was to emphasize that no matter who you are, a professional sportsperson or an average joe, Energade Zero would help you step up your game.
Our campaign launched during the 2022 Rugby Championship and rolled out via paid and organic social media and highly targeted programmatic banners. We also sampled Energade Zero extensively at various events fitness events aimed at consumers that were embarking on their fitness journeys.