The campaign will lean heavily on the brand’s athlete partners, including surfer Billy Kemper and NASCAR driver Chase Elliott, to promote the brand.īeginning in May, A Shoc will begin a series of pop-up events in select cities featuring fitness influencers to “drive excitement around the brand,” De Lorme said. So I think the evolution of this category is absolutely going more natural.”Īccording to De Lorme, A Shoc is also preparing to launch this year a cross channel marketing campaign called “Charged By Nature,” aimed at increasing the household penetration of energy drinks by targeting active, wellness-minded consumers.
They want to know what’s in it and how it affects their body. “People are looking for better-for-you, especially the younger generation coming into this space. “That’s where we’re heading - people are label readers now,” De Lorme said. Last month, Molson Coors Beverage Company partnered with a founding team featuring Dwayne “The Rock” Johnson to launch ZOA Energy, a line of drinks containing added electrolytes, caffeine from green tea and unroasted coffee and superfood ingredients. Though brands like Runa, Guru and Mati Energy have brought plant-based energy to the market before, Accelerator’s launch comes as the trend has gained support from major beverage conglomerates. That segment has largely evolved from the supplement space, where consumers expect Though that formula contains better-for-you elements, including zero sugar, Accelerator turns to natural ingredients in order to meet the growing demand for all natural products.
ADRENALINE ENERGY DRINK SERIAL
Founded in 2019 by De Lorme and serial entrepreneur Lance Collins (also the founder of NOS), Adrenaline Shoc’s flagship product is targeted at the growing fitness or performance energy trend, exemplified by brands like Bang, C4, Reign and CELSIUS.
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