Illuminating an Energy Drink Target Audience

Challenge

Illuminating our energy beverage client’s target audience’s energy needs and shopping experiences, so that the brand can inform their new brand strategy.

After aligning on a new brand strategy, our leading sports beverage client needed to understand their new target audience beyond simple athletic personas. The client required insights into these individuals’ lifestyles, the role of sports and energy in their lives, and their energy beverage purchasing habits.

Approach

We began with a two-day digital ethnography, asking the segment across the country to carry us in their pockets, allowing us to observe their energy needs and how they satisfy them. Following this, we conducted virtual and in-person interviews in the target segment’s homes, literally opening their fridge doors to see how they meet their energy needs in a relaxed, more honest environment. Our film team joined us to capture who these people really are and their relationship with energy beverages.

Outcome

Our shareable report helped stakeholders across the business understand who Forever Athletes are, illuminating their needs within the energy drink space and their at-shelf shopping experience. We identified strategic areas of opportunity for their new brand strategy to meaningfully engage the Forever Athlete, as well as guardrails to inform future marketing and communications