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XYIENCE “Power to Win” Advertising Campaign to Connect with Adults Who Lead Active Lifestyles
“A solid one-third of our customers are UFC fight fans, demonstrating the successful foundation we’ve build for our brand in MMA (mixed martial arts) as the official energy drink of the UFC and with our team of professional UFC athletes,” says John Lennon, XYIENCE’s president. “Using our affiliation with UFC as a platform, this advertising campaign is designed as a natural evolution of the Xenergy brand to establish new connections with consumers who share our brand’s passion for and commitment to living a fit and active lifestyle.”
XYIENCE Xenergy is the first energy drink developed by a sports nutrition company, as well as the first sugar-free, zero-calorie in its category, which appeals to hard-working, health-conscious individuals who want a great tasting energy boost without all the extra sugars and additives found in many other energy drinks. The campaign focuses on finding the “power to win” (the brand’s new tagline) as you tackle your daily hurdles, whether you’re a firefighter, pilot, rancher, member of the military, average hard-working American, fitness enthusiast or multi-tasking mom. The main copy lines include “Some of us can’t afford an off day: this is our energy drink,” and “Victory takes many forms. This one comes in a can.”
The campaign was developed in partnership with Las Vegas-based advertising and creative agency BRAINtrust Marketing; produced by Atomic Television and Paul Remo, the Technical Director of many UFC broadcasts; and directed by six-time Emmy Award winner Nick Vilanni. Shot in digital cinema with a Red 4K camera, the spots were filmed on location in Southern Nevada using local actors and athletes, including Team XYIENCE’s UFC fighters Ronda Rousey, Dan Hardy and Mark Muñoz, as well as Team XYIENCE fitness model Amanda Corey.
“The ‘Power to Win’ campaign blends powerful visual elements, a compelling audio track with both relatable hard-working professions and fitness scenarios, which connect that imagery with the Xyience brand,” said Michael Coldwell, managing partner of BRAINtrust Marketing. “The campaign associates the aspirational desire for us to ‘win’ with the brand benefits of Xyience as a great tasting energy drink that is sugar free with zero calories that provides all the energy needed to succeed in today’s high pressure world.”
The XYIENCE ad campaign includes a mix of television, print, online, and point-of-purchase content. It also includes traditional, terrestrial and online radio and TV ad buys such as Pandora and Hulu, as well as out-of-home ads to be found on billboards and signage posted at high traffic gas and convenience chain outlets. Additionally, the campaign will utilize rich media online units to deploy interactive ads that allow consumers to play games or “pick your flavor” to change your ad experience. The campaign will air in several core markets for Xyience Xenergy. According to Lennon, “Upon completion of a successful regional test, it is our intention to expand nationally. We may also branch out to include creative synergies with our XYIENCE sports nutrition supplement communication wherever possible.”