Xyience, a zero-calorie energy drink, re-launches today under its new ownership, Austin-based Big Red Inc. The re-launch unveils a new look for the energy drink line and the rollout of an integrated marketing campaign leveraging the college football season.
Xyience’s college football-led marketing efforts will feature in-store and online promotions, experiential activations and a TV commercial starring the brand’s new spokesperson, ESPN “College GameDay” reporter Samantha Ponder, the company says. The television spot will debut Sept. 7 duringa nationally televised prime-time college football game on ESPN.
“As a new mom with a busy work and travel schedule, I used to rely on high-calorie lattes to get me through the day, that’s why partnering with Xyience is the perfect fit for me,” Ponder said in a statement. “No sugar, no calories and it genuinely tastes great! Xyience gives me the energy I need to be the best wife, mom and broadcaster I can be.”
With today’s re-launch, the company says Xyience shifts its positioning to focus on the brand’s taste and zero-calorie flavor portfolio in an effort to appeal to older millennial consumers (ages 27-37), a segment that is increasing its consumption of energy beverages according to 2015 data from Chicago-based Mintel.
“Xyience is targeting the older millennial consumer that grew up during the energy drink boom and now drinks more energy beverages, especially zero-calorie products, to keep up with everyday life,” said Gary Smith, chief executive officer of Big Red Inc., in a statement. “We believe that college football will appeal to a more mainstream audience and soften the brand’s extreme image associated with its former sponsorship of the Ultimate Fighting Championship.”
The Xyience re-launch includes a refreshed brand identity that includes a bold, clean can design, which complete with a new logo and power surge icon, as well as a digital marketing campaign and social media sweepstakes. The winner of the sweepstakes will receive a meet-and-greet with Ponder in Arizona.
Additionally, experiential marketing and sampling activations at some of the nation’s largest college football tailgating destinations is included in the re-launch.
Originally launched in 2006, Xyience now will offer eight zero-calorie flavors: Cherry Lime, Mango Guava, Frostberry Blast, Blue Pomegranate, Cran Razz, Fruit Punch, Tangerine and Melon Mayhem.